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We all know, customers now want things to be faster, easier, and more personalised and at the same time, businesses want to deliver a great CX without wasting time or money. Not exactly the easiest of tasks! But when it’s done right, it makes life a whole lot better for everyone—customers, employees, and the business.
So, how do we make sure we aren’t running around like busy fools and stay effective? It starts with leadership and how we make decisions, communicate, and adapt to change.
Faster, clearer decisions boost NPS and slash turnaround time.
Plain-language comms cut customer complaints and escalations.
Smart delegation frees leaders to fix root CX issues.
Continual adaptation keeps pace with regional customer expectations.
For me, there are a few areas that really matter and deserve our focus as leaders. Decision-making, communication clarity, delegation, and adapting to change all directly impact the customer experience. Here’s how to get them right:
Ever spent so long deciding what to do that by the time you make the call, the moment’s gone? I definitely have. Back when I was at Global Bank in the UK, I used to get completely lost in reports and data trying to find the “perfect” solution. In reality, I was just slowing things down. I’ve learnt it’s better to take action—even if it’s not perfect—than to wait until everything is.
One decision I made during a large project was to redesign part of the onboarding journey for new business customers. Instead of adding more checks and layers, we simplified the process by empowering frontline staff to complete certain steps in real-time. It shaved days off the turnaround time and gave customers a smoother, more confident start with the bank. I had to trust my instincts and make quick calls.
It wasn’t always neat and tidy, but the impact was clear—simpler processes, reduced costs, and a much better experience for both customers and employees.
Leading the Way: Efficiency isn’t about rushing—it’s about knowing what really matters and making confident decisions instead of getting stuck in the details.
Have you ever received an email that goes off in three different tangents, includes so much jargon and acronyms that by the end of it, you’re still not sure what the person actually wants? We’ve all been there. And let’s be honest—most people, like me just don’t have time or inclination to decode any of it!
If we’re not clear in our communication, people either do nothing or they do the wrong thing. And it’s the same with customers—if the process is confusing or full of hoops the customers need to jump through, they’ll give up and go somewhere else impacting your business growth and brand image.
Leading the Way: Top companies get to the point and communicate effectively—whether they’re talking to their employees, customers, or stakeholders.
We all know there aren’t enough hours in the working week, so the best thing is to understand where and what deserves your time and energy. I used to believe that if I wasn’t personally involved in every little detail, things would go wrong. However, I couldn’t have been more wrong!
When I was Head of CX at a large Bank in the UAE, I was supporting multiple business units—corporate, retail, wealth management trying to be involved in everything. It wasn’t until I had a fairly blunt conversation with my mentor who told me that rather than helping and getting things done, I was likely to be slowing things down.
Taking that step back gave me the headspace to think strategically and let the people closest to the problems be part of the solution. For example, we introduced weekly team huddles where frontline staff could raise issues, suggest improvements, and take ownership of mini-projects to improve their own processes. We also set up clear escalation paths and success metrics so teams knew what they were aiming for and when to pull in support.
Not only did this build confidence within the team, but it also meant we started hearing directly from those dealing with customers day-to-day—which led to faster fixes and better service.
Leading the Way: Effective leaders prioritise what moves the needle and empowers others to handle the rest.
Over the last decade, CX has evolved massively. Customer expectations have shifted, new tech is constantly reshaping how we operate, and what worked last year might already feel dated. If we’re not moving forward, we’re holding everything back.
When I moved from the UK to the UAE to lead CX, I expected my usual approach would work. But I soon realised that cultural differences, decision-making styles, and customer behaviours were different and I had to see things from a whole new perspective, adapt my approach, and learn how to connect with people in more meaningful ways.
That shift in thinking helped me become a better leader. By embracing the differences, I didn’t just adjust—I grew both personally and professionally.
Leading the way: The best leaders aren’t stuck in ‘how we’ve always done it’—they’re constantly asking, ‘What could we do better?’ and they see cultural differences as opportunities, not obstacles.
What is CX efficiency?
Delivering a tailored, low-effort experience that increases loyalty while reducing internal costs.
How can faster decision-making improve CX?
Shorter turnaround reduces customer effort scores and speeds revenue recognition.
Which KPI proves clearer communication is working?
Look for drops in repeat enquiries and a rise in first-contact resolution.
Driving efficiency in CX doesn’t start by simply fixing a process or throwing a new piece of technology at a problem—it starts with us. I’ll be the first to admit, I haven’t always got it right, but I have learnt from my mistakes. What I do know is that if I adapt and stay curious in finding new ways to improve Customer and Employee experience, I won’t fail!
So, ask yourself—are you leading in a way that makes things smoother, smarter, and better for your customers and employees? If not, it’s time to make some changes.
Because great CX doesn’t just happen—it’s led.
Interested in streamlining your CX without adding extra cost? Get in touch with us to learn how Biz Group’s Customer-Experience workshops turn smart leadership moves into measurable gains.
Claire Drummond, Senior CX Consultant at Biz Group, has led customer-experience transformations across UK and GCC banks for 15 years, specialising in agile CX strategy and frontline enablement. Connect with her on Linkedin.
