Drive Transformation with Dialog Axiata PLC - Alignment of Values and Vision

Digital transformation has definitely gained more traction as a result of the COVID-19 pandemic, but what does it really mean in practice?

NGCX Asia's Media partner CXPA, recently conducted a LinkedIn live session with Sandra De Zoysa, CCXP and Group Chief Customer Officer of Dialog Axiata PLC, one of Sri Lanka's biggest telecoms providers, for an engaging case-study conversation about how to drive transformation through alignment of values and vision. They get into the details of how global CX leader's drive a successful customer focus digital transformation.

Key takeaways:

1. Importance of building a customer-centric experience

Companies and organization need to realise that the key to building a successful customer-centric experience lies in the ability to transform the whole organization and its employees to buy into digitalization and having the latest or best technology around does not immediately lead to success.

2. An easy customer journey is key to customer's adopting digitization

As many was in lockdown due to the pandemic, Dialog Axiata leveraged on Whatsapp by creating a channel on it where customer can contact them with any queries. Dialog Axiata also has their own app which is their primary self-serving digital channel with up to 350 types of services on their app which was key to their success during the pandemic.

3. Cultural transformation > Technology Transformation

Instead of fighting against resistance, the focus should be about giving the employers the assurance that they will be given the support when the entire team upskills to the digital framework. It is about committing to teach new skills and making sure they get the tools required to perform a very different job in the future which will add value for them and they will enjoy. To promote culture transformation, Dialog’s “Service From My Heart” program has all to do with performing a task with passion which will translate to a smile on a customer’s face promoting a culture of positivism.

4. Organizations need to be supportive of employees during a crisis

Taking initiatives to go out of the way to look after employees like delivering groceries or moving them into dedicated facilities, leading to an increasing in productivity although they were working from home. Organizations need to acknowledge the difficulties and challenges and acknowledge and appreciate those who go the extra mile by presenting them with a digital badge in the case of Axiata.

5. Customers have the power to shift your position

Remember who’s the boss in the same? Focus on your customers. You need to keep your feet on the ground, and it doesn’t matter which role you play but you need to relate to a customer. Inherently, the customers are the ones paying your salary and make it possible to let you be where you are.