Podcast ¦ CX Passport: The One With Science And Imagination Driving Transformation – Trina Di Giusto E239

Key Take Aways

• Establishing robust business processes is essential for AI to deliver its intended impact; technology alone cannot drive transformation.
• A scientific background can positively influence how organisations approach problem-solving, bringing methodical and process-driven practices.
• Successful transformation requires integrating a mindset of curiosity and logic, blending analytical thinking with creative storytelling.
• Trusting instincts is possible within data-driven environments if continuous experimentation and feedback loops are embedded.
• In highly regulated industries like pharma, it’s critical to balance innovation with compliance, avoiding the pitfalls of misleading marketing claims.
• Customer experience in complex sectors involves aligning multiple stakeholder groups, such as patients, healthcare professionals, payers, and regulators, into a cohesive and consistent journey.
• Decentralised organisational structures, with clear guidance from global groups, can risk siloed experiences, necessitating orchestrated collaboration.
• A holistic view of customer experience helps prevent fragmentation and facilitates a unified approach across geographies and segments.
• Change management in transformation efforts must address human behaviours, providing clear vision, guidance, and resources to ensure adoption.
• Successful change initiatives depend on synchronising vision, skills, incentives, and resources, with any weakness causing potential failure.
• The importance of leadership and understanding human needs (akin to Maslow’s hierarchy) in enabling sustainable transformation.
• Prioritising process assessment and strategic alignment before experimental technology deployment reduces risks and maximises ROI.

Key Statistics

• The speaker has experienced six cycles of transformation at Roche.
• The scientific approach involves stepwise problem solving, aligning with the iterative nature of data-driven marketing.
• Organisations often skip process assessment when implementing AI, driven by demand from end-users and the allure of technology.
• Misaligned or fragmented customer experience can occur when global and local organisational guidelines aren’t orchestrated effectively.

Key Discussion Points

• The importance of embedding business processes to enable AI’s full potential.
• How scientific curiosity and methodical problem-solving influence transformation strategies.
• The challenge of managing ambiguity in marketing versus the clarity of scientific cause-effect models.
• The need to stay comfortable with data uncertainty and continuous experimentation.
• The specific complexities of delivering healthcare customer experience across diverse stakeholder groups.
• The roles of centralisation versus decentralisation in managing customer experience in large global organisations.
• The influence of global and local governance and guidance on orchestrating customer experience.
• The significance of process-driven change and the risks of technology-only solutions.
• The impact of organisational culture on adopting digital and AI innovations.
• Lessons learned from previous transformation cycles, including scope setting, leadership support, and operational alignment.
• The pitfalls of rushing technology deployment without aligning with strategic business and process readiness.
• The value of clear vision, well-defined skills, and aligned incentives for successful and sustainable transformation.

Podcast Description

This podcast explores the intersection of customer experience, digital transformation, and strategic change management within complex, regulated industries. It features insights from a seasoned leader in business and operational excellence, sharing real-world lessons on balancing innovation with process discipline, managing organisational complexity, and fostering sustainable transformation. With a focus on aligning technology deployment with strategic and human factors, the programme offers valuable perspectives for senior managers seeking to embed lasting improvements in customer experience.