Edwards Inspire

Blue and grey Edwards Inspire company logo with a beautiful blue butterfly representing digital transformation

So first off, we’re going to give an overview of the 3 key areas to consider, along with a high-level approach to take. Then we’re going to explain how this can be applied in 9-steps, with our magic digital transformation framework and for those that want even more detail, we’ve turned it into a handy, easy to follow, online course, in partnership with Udemy (see the end of this article for the link).

How to lead digital transformations based on your customer and employee needs

What is your Customer eXperience and Employe eXperience (CX & EX)?

Let´s start with a high-level explanation of these terms….

Your customer experience (CX) is; what you give to your customers when you are providing your company’s service or product, it is how they find your product, use it and maintain it. What channels they use through their connection with you (or the product/service) and how they feel whilst doing it.


Your employee experience (EX) is; what they use (e.g. a system, processes or general way of working) to provide this product or service to your customers (and this is everyone within the company) and how they feel whilst doing this.

Now, why do we need to consider the Customer eXperience and Employe eXperience when leading your Digital Transformation's?

In summary, your customers bring in the money to your company, the reasons why you are in business. Plus, happy customers, typically, means more money.

Your employees are the life blood of your organisation, they serve your customers, represent your brand and are your company culture. Hence, happy employees, equals happy customers.

And you need to consider and identify how best to serve both, as the key reason for your company change. Then you align your systems, processes, ways of working and culture to meet these needs.

But, rather than listen to us harp on, we´ve created what we think of is a snazzy and snappy video that encapsulates this essence of this approach and we’ve aptly called it “a common sense approach to digital transformation.


1 – consider your customers first

2 – then look at how your employees provide this service

3 – align your changes (systems, wow, processes) to assure the improve both CX & EX

In essence, successful Digital Transformations, means focusing on your customers first and working with our employees to empower it

Zebra crossing and someone taking a step forward, with the text; 9 steps to digital transformation

Now, you know our approach, let's see how this can be applied in a bit more detail, using our very own 9 steps framework to lead Digital Transformations

We start with a 5 minute video then explain in the text below. The content might be slightly different, but the objectives remain the same. And even though we say so ourselves, they are pretty comprehensive, giving you enough of the “how to”, but allowing you to apply your own company knowledge to assure your change success.

We recommend going through both, not just because it is bound to help with our SEO in some form, but also because it helps the content resonate. But we all learn in our own unique ways, so the choice is yours, so….

Happy viewing, reading, or both and if you want the detailed videos on each step, just contact us (more info below).


More a visual person…….

This 5 min video explains how you can apply each step to lead your digital transformation

Or, more of a text person, or reading this on the go….

Step 1…

First, you create your current customer experience (your CX for your core service or product); this gives you your current change baseline.


Step 2…

You add to this current customer experience how you internally provide this service to your customer, i.e. what internal systems, departments, ways of working / processes you use at each stage of the customer experience. This is your employee experience (EX).

Step 3…

Like you normally would with a customer experience, you add in the emotions of your customer at each stage of the customer experience, but you also rate this emotional state, i.e. ‘extremely satisfied’ means they could be a returning customer, plus they would recommend to their friends, etc.

Step 4…

Now you do the same as step 3, but for your employees. But in this case a bad rating means an employee might leave and a good rating means they are advocates of your company.

Step 5…

Once you’ve completed this for your current customer experience, you do exactly the same for your to-be customer experience, creating a realistic (shortish timeframe) vision of where you want to be (say, maybe in 6 months).

This is breaking it down into smaller change chunks, building confidence with change with your employees and learning from the results quickly.

Step 6…

Now you have both your current and to-be vision customer experiences, you compare the two to identify the value of the change, based on the emotional state of both your employees and customers. For example,

If one stage* of your current customer experience has a feeling of “extremely dissatisfied” and you identified within this same stage in your to-be customer experience will go to “extremely satisfied”, this will be a high-value change. The less of the degree of a positive movement in emotions from the proposed change, the less the value of that change will be.

*a stage is a step in the journey of your customer experience

Then you identify the high-level effort to implement the change (e.g. High, medium or low type).

Compare the two, maybe in a value verses effort grid.

Top tip…..do this in a workshop, with those impacted by the change. Plus, you could add in another dimension called the “feel good” factor. This is how your employee feels about the change, i.e. Does it make them feel good? Again at high, medium or low rating. As a change an employee feels good about, has their natural backing, hence more chance of success.

Step 7…

Now you know the value of changing something, the relative effort and why you want to conduct the change. Now is the time to go off to your separate agile team to capture the details of how (e.g. what is the use case, story, you already know the priority and the customer experience will help you write the user story).

Step 8…

Implement the changes, start small to create confidence with making the changes.

Note……Don’t over-engineer the theory and planning, but move to implementing the changes as soon as possible, by focusing on low effort changes first. This helps your employees get used to making changes, apply the learnings and it blends nicely to design thinking methodology and mindset.

Tip….new systems aren’t always the solution, especially from the outset, you could road test new process manually first, to see if a new way of working makes sense, before investing in systems. 

Step 9…


Then you repeat this process to either refine your customer experience from what you’ve learnt during implementation (a bit design thinking type methodology). Or you create a new customer experience, maybe for a different market, for a different brand, or maybe a different core service.

Note, typically we would expect to go through this process, with at least 3 of your core customer experiences to really transform your business to attract and serve your customers of today and tomorrow, plus, to embed your company change culture.


Need more details on the but "how" do I exactly implement each step of this Digital Transformation framework using CX and EX?

Good news, we’ve got tutorial videos on each step, within this online course;

And if you have any questions or need our help, just message us via contact us.