S5 | 458: Demystifying CX Governance with Sami Nuwar

Digital StrategyTechnologyConversational AI

Dec 13

About the Episode

Today we’re going to talk about demystifying CX governance, what exactly we mean by “governance,” as well as the components that make it truly work for an organization—and their customers.

To help me discuss this topic, I’d like to welcome Sami Nuwar back to the show. He is a Customer Experience Leader and Thought Leader who has worked with some of the world’s top brands on CX initiatives.

About Sami Nuwar

Sami has over 20 years of experience creating and leading experience management programs in large, complex organizations. His diverse background includes working with companies in several industries within telecom, consumer goods manufacturing, retail, and food service, to name a few industries.

With a deep background in insights, process improvement, and governance, Sami has helped drive customer-centric transformational shifts, aligning execution toward desired experience outcomes.

Resources

PartnerHero: to waive set up fees, go to https://partnerhero.com/agile and mention “The Agile Brand” during onboarding!
Flavors of Governance: Governance can take many forms, but here we describe two types. We ask ourselves a key question: what are we governing? For operational governance, we're managing how we work or operate. For accountability governance, we're managing the changes to the business.
Governance Functions: What are the types of work or functions that exist in a governance role? This document highlights the key jobs to be done within a governance function.
Key Questions Gov Should Answer: As we drive our governance, what are the key questions we should be asking ourselves and our peers to be able to tell if we're making an impact?
Goals and Measurements Success: measurements can depend on the state of your program and the readiness of the business, both of which can and will change over time. And so too should your measurements.
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For consulting on marketing technology, customer experience, and more visit GK5A: https://www.gk5a.com
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Synopsis

Balancing execution and planning is crucial for achieving success. In the podcast episode, the speaker emphasizes the significance of both execution and planning in attaining desired outcomes. While organizations often prioritize execution due to their results-driven nature, they should not overlook the need for deliberate planning and intentionality in implementing changes.

The speaker suggests that there must be a balance between execution and planning. Overemphasizing execution can lead to a lack of deliberate planning, resulting in inefficiencies or the need to pause execution and recalibrate the plan. Conversely, overemphasizing planning without proper execution can hinder progress.

To achieve this balance, the speaker introduces the concept of "plan the flight and fly the plan." This means that organizations should take the time to plan and be deliberate about their actions, but they should not become too attached to the plan. They should allow themselves to pause execution for a limited time to assess progress, review the plan, and potentially recalibrate if necessary.

The speaker also uses a car analogy to illustrate the importance of alignment. Just as a mechanic aligns the wheels of a car with the steering wheel to ensure it moves in the desired direction, organizations should align their actions with the plan to ensure they are driving towards their intended goals.

In summary, balancing execution and planning is crucial for success. Organizations should prioritize both aspects and periodically pause execution to assess progress, review the plan, and make any necessary adjustments. By finding the right balance between execution and planning, organizations can drive progress and achieve their desired outcomes.

In the episode, the speaker highlights that many organizations overlook the importance of communication in their governance programs. They emphasize that while organizations may excel at collecting and analyzing data, they often treat communication as an afterthought. The speaker believes that effective communication is a crucial aspect of a governance program, both within the organization and with customers.

The speaker points out that communication is necessary to keep everyone on the same page within the business. It ensures that all stakeholders are informed about the changes and developments happening within the organization. Additionally, communication with customers is essential to demonstrate the impact of the changes made by the organization.

The speaker emphasizes that communication should not be neglected in a governance program. They argue that it is not enough to collect and analyze data; organizations must also effectively communicate the insights and outcomes to all relevant parties. By doing so, the organization can ensure that everyone understands the changes being made and can work together towards improvement and success.

In the episode, the host emphasizes the importance of defining both the collective and individual purposes within a team. The host uses the analogy of a football team to illustrate this concept. Just like in a football team, where each player has a specific role and purpose, the same applies to a team in any organization.

By defining the collective purpose, the team can align their efforts towards a common goal. This collective purpose serves as the overarching objective that the team works towards. It provides clarity and direction, ensuring that everyone is on the same page and working towards a shared vision.

Additionally, the host emphasizes the need to define individual purposes within the team. Just as different positions in a football team have specific roles and responsibilities, team members in an organization also have unique skills and expertise that contribute to the overall success of the team. Defining individual purposes helps team members understand their specific roles and responsibilities, allowing them to focus on their strengths and contribute effectively to the team's objectives.

By codifying these collective and individual purposes, the team gains a clear understanding of their limitations and what they need to do to grow. It also provides a framework for collaboration and coordination within the team. Each team member knows their role and how it fits into the larger picture, promoting efficiency and effectiveness in achieving the team's goals.

Overall, defining collective and individual purposes within a team is essential for clarity, alignment, and effectiveness. It ensures that everyone understands their roles, responsibilities, and the overall objective of the team, leading to improved collaboration and success.