WEBVTT 1 00:00:01.730 --> 00:00:04.050 Today's customers are accustomed to being 2 00:00:04.050 --> 00:00:07.060 the centre of everything their favourite brands do. 3 00:00:07.060 --> 00:00:11.230 Digital natives like Apple, Amazon, Google, and Uber 4 00:00:11.230 --> 00:00:13.550 have built an enviable degree of loyalty 5 00:00:13.550 --> 00:00:15.800 by focusing on their customers. 6 00:00:15.800 --> 00:00:19.480 Meanwhile, traditional companies have been slower to adapt. 7 00:00:19.480 --> 00:00:21.880 An ever growing list of change programmes, 8 00:00:21.880 --> 00:00:25.240 often spread across silos has resulted in less impact, 9 00:00:25.240 --> 00:00:28.150 slow change and a poor return on investment. 10 00:00:28.150 --> 00:00:31.500 This is where a customer journey at scale comes in. 11 00:00:31.500 --> 00:00:34.510 True customer centricity requires undoing 12 00:00:34.510 --> 00:00:38.260 traditional operating models, cutting through silos, 13 00:00:38.260 --> 00:00:40.550 and adopting new ways of working. 14 00:00:40.550 --> 00:00:42.640 line:15% Define your customers journey. 15 00:00:42.640 --> 00:00:45.060 Their end to end experience when interacting 16 00:00:45.060 --> 00:00:47.980 with the company from the customers perspective 17 00:00:47.980 --> 00:00:50.260 and in their language. 18 00:00:50.260 --> 00:00:54.130 Then reorganise change initiatives, investment budgets, 19 00:00:54.130 --> 00:00:58.650 and accountability to support these end to end experiences. 20 00:00:58.650 --> 00:01:00.820 A successful journey transformation 21 00:01:00.820 --> 00:01:03.260 involves four key actions. 22 00:01:03.260 --> 00:01:08.060 Define, design, execute, and govern. 23 00:01:08.060 --> 00:01:10.810 Define journeys from the customer perspective 24 00:01:10.810 --> 00:01:12.810 and look from the outside in. 25 00:01:12.810 --> 00:01:16.350 Understand your customers needs and pain points. 26 00:01:16.350 --> 00:01:18.980 Adopt human centric design principles 27 00:01:18.980 --> 00:01:21.930 line:15% and a zero-based design approach that allows you 28 00:01:21.930 --> 00:01:25.040 to truly innovate, rather than feeling limited 29 00:01:25.040 --> 00:01:28.700 by current capabilities, systems, and resources. 30 00:01:28.700 --> 00:01:32.800 Execute your transformation across all middle, back office, 31 00:01:32.800 --> 00:01:34.160 and support functions. 32 00:01:34.160 --> 00:01:36.750 line:15% Not just customer facing teams. 33 00:01:36.750 --> 00:01:39.640 line:15% Invest in dedicated co-located teams 34 00:01:39.640 --> 00:01:44.633 with a robust mix of skills such as human centric designers, 35 00:01:44.633 --> 00:01:48.780 process engineers, data scientists, solution architects 36 00:01:48.780 --> 00:01:50.220 and developers. 37 00:01:50.220 --> 00:01:53.700 Oversee your transformation with a delivery centre. 38 00:01:53.700 --> 00:01:56.050 Embrace state of the art technology, 39 00:01:56.050 --> 00:02:00.750 such as robotics, AI, automation, and machine learning. 40 00:02:00.750 --> 00:02:03.440 By adopting a holistic approach, these tools 41 00:02:03.440 --> 00:02:05.530 will be combined in a way that makes them 42 00:02:05.530 --> 00:02:08.300 mutually supported and strengthened. 43 00:02:08.300 --> 00:02:10.710 Empower teams to make decisions, 44 00:02:10.710 --> 00:02:13.210 aiming for action over deliberation 45 00:02:13.210 --> 00:02:15.460 and speed over perfection. 46 00:02:15.460 --> 00:02:18.230 Leadership should set the overall direction 47 00:02:18.230 --> 00:02:22.620 and encourage teams to fail fast, cart losses, and pivot. 48 00:02:22.620 --> 00:02:26.910 Promote a data driven culture that rewards value generation 49 00:02:26.910 --> 00:02:29.720 and create a multi-year funding plan. 50 00:02:29.720 --> 00:02:32.180 Customer journeys at scale deliver more 51 00:02:32.180 --> 00:02:34.850 than just great customer experiences. 52 00:02:34.850 --> 00:02:38.200 It is the secret to acing customer centricity 53 00:02:38.200 --> 00:02:41.163 and beating the digital natives at their own game.