Episode released on: September 25th, 2023
Leading a Human-Centric Digital Transformation: Expert Insights from Roy Atkinson – THE CX GOALKEEPER – Transformation, Customer Experience, and Leadership Goals
Introduction:
In a world where digital transformation is more than just a buzzword, it’s crucial to stay ahead of the curve. That’s why the latest episode of the CX Goalkeeper Podcast is a must-listen for anyone invested in business transformation, leadership, and customer experience.
Our guest, Roy Atkinson, is no stranger to the intricacies of digital transformation. As the CEO and Principal Advisor at Clifton Butterfield LLC, Roy advises businesses on customer experience, employee experience, and the appropriate technologies to improve both. His insights are not just theoretical; they are grounded in real-world examples that demonstrate the transformative power of digital technologies.
In this episode, we delve deep into what digital transformation truly means. Roy emphasizes that it’s not just about technology; it’s about reimagining both the work and the ways of working to produce a customer-centric business transformation. He shares compelling examples from contact centers and airlines to illustrate how digital tools can be enablers rather than solutions looking for problems.
But it’s not just about the ‘what’ and the ‘how’; it’s also about the ‘who.’ Roy talks about the role of culture in a company’s digital transformation journey and how it can make or break the strategy. He also discusses the importance of customer involvement, stating that customers are often the ones leading digital transformation.
So, whether you’re a C-Suite executive, a CX professional, or someone interested in business transformation, this episode offers golden nuggets of wisdom that you won’t want to miss.
Don’t forget to tune in and enrich your understanding of digital transformation from one of the industry’s thought leaders. The future is digital, but it’s the transformation that counts.
About today’s guest:
Roy Atkinson is a luminary in the fields of customer service, customer experience, and digital transformation. With years of experience and a deep understanding of how technology and people intersect, Roy brings a unique blend of strategic vision and practical advice to the table. He has been a keynote speaker at numerous industry events, sharing his insights on the importance of focusing on the human element in digital transformation. Known for his thought-provoking perspectives, Roy is not just an expert but a catalyst for change, challenging businesses to rethink their strategies and cultures to stay ahead in a rapidly evolving landscape.
“Culture eats strategy for breakfast. And that simply means that if we don’t change the culture, the strategy is going to fail. Culture is the way we do things here (…). And if the way we do things doesn’t align with a strategy, the strategy is going to fail.”
Roy Atkinson
“Digital transformation is reimagining both the work and the ways of working to produce a customer-centric business transformation enabled by digital technologies. Digital is merely the enabler of the transformation that takes place.”
Roy Atkinson
Chapters:
00:00 Start & Introduction
00:46 Guest Introduction: Roy Atkinson
01:34 Roy’s Background and Expertise
02:16 Values that Guide Roy
03:58 Definition of Digital Transformation
04:47 How Digital Enables Transformation
06:27 Role of Culture in Digital Transformation
08:04 Real-world Examples of Culture’s Impact
10:00 Role of Customers in Digital Transformation
12:25 Role of Technology in Digital Transformation
15:31 Measuring Progress in Digital Transformation
17:56 Smoke Break: Roy’s Passion for Formula One
21:18 Leadership: Roy’s Biggest Failure
22:43 Definition of Resilience
23:35 Roy’s Secret Ingredient in Leadership
24:35 Removing Barriers as a Leader
26:15 Future of CX and Digital Transformation in 10 Years
27:46 How to Contact Roy
28:39 Roy’s Golden Nugget
30:21 Conclusion and Outro
Contact Details:
- https://www.linkedin.com/in/royatkinson/
- Email: Roy at Clifton Butterfield LLC, you can email him at Roy@CliftonButterfield.com
- Twitter: You can find him on Twitter at Roy Atkinson.
Golden Nuggets:
“There are only two ways to live. Either you make a million dollars or you owe a million dollars. If you make a million dollars, everybody wants to be your friend. If you owe a million dollars, nobody’s gonna let you die.”
Roy Atkionson
Summary of the Episode:
Unpacking the Future of Digital Transformation and Leadership: A Deep Dive with Roy Atkinson
In the latest episode of the CX Goalkeeper Podcast, host Gregorio Uglioni engages in a riveting conversation with Roy Atkinson, the CEO and Principal Advisor at Clifton Butterfield LLC. The episode is a treasure trove of insights into digital transformation, leadership, and customer experience.
The True Meaning of Digital Transformation
Roy Atkinson challenges the conventional wisdom surrounding digital transformation. He argues that it’s not just about implementing new technologies but about reimagining the entire work process and organizational culture. “Digital is merely the enabler of the transformation that takes place,” Roy states. He supports this with a compelling example from a contact center that used digital tools to expedite customer resolutions.
The Crucial Role of Culture
Quoting management guru Peter Drucker, “Culture eats strategy for breakfast,” Roy emphasizes the need for aligning organizational culture with strategic goals. He warns that ignoring the cultural aspect can lead to the failure of transformational initiatives.
The Power of Customer-Centricity
Roy makes a compelling case for the role of customers in driving digital transformation. “Customers are better informed and better prepared than they ever have been,” he observes. He argues that businesses need to be attuned to customer needs and adapt their strategies accordingly.
Metrics That Matter
Discussing the metrics for evaluating the success of digital transformation, Roy advises organizations to look beyond operational metrics. He suggests focusing on broader indicators like customer retention, repeat business, and customer lifetime value. “Customer effort score, in my opinion, is the best metric on the planet,” he adds, emphasizing its predictive power for customer loyalty.
Leadership Insights and Lessons
Roy shares a poignant story about a leadership failure that taught him the importance of advocating for his team. He also discusses the concept of resilience in leadership, defining it as “the ability to weather a storm and recover the ability to deliver the required services.”
Roy’s Golden Nugget
Towards the end, Roy shares a ‘golden nugget’ of wisdom, a humorous yet insightful piece of advice about life and business: “There are only two ways to live. Either you make a million dollars or you owe a million dollars. If you make a million dollars, everybody wants to be your friend. If you owe a million dollars, nobody’s gonna let you die.”
#cxgoalkeeper #businesstransformation #leadership #customerexperience #podcast
Keywords:
Digital Transformation, Leadership, Customer Experience, Organizational Culture, Strategic Goals, Customer-Centricity, Metrics, Customer Retention, Repeat Business, Customer Lifetime Value, Customer Effort Score, Resilience, Work Process, Organizational Strategy, Contact Center, Operational Metrics, Customer Loyalty, Business Adaptation, Customer Needs, Business Strategy, Advocacy, Clifton Butterfield LLC, CX Goalkeeper Podcast, Roy Atkinson, Gregorio Uglioni
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