Today's customers are accustomed to being
the centre of everything their favourite brands do.
Digital natives like Apple, Amazon, Google, and Uber
have built an enviable degree of loyalty
by focusing on their customers.
Meanwhile, traditional companies have been slower to adapt.
An ever growing list of change programmes,
often spread across silos has resulted in less impact,
slow change and a poor return on investment.
This is where a customer journey at scale comes in.
True customer centricity requires undoing
traditional operating models, cutting through silos,
and adopting new ways of working.
Define your customers journey.
Their end to end experience when interacting
with the company from the customers perspective
and in their language.
Then reorganise change initiatives, investment budgets,
and accountability to support these end to end experiences.
A successful journey transformation
involves four key actions.
Define, design, execute, and govern.
Define journeys from the customer perspective
and look from the outside in.
Understand your customers needs and pain points.
Adopt human centric design principles
and a zero-based design approach that allows you
to truly innovate, rather than feeling limited
by current capabilities, systems, and resources.
Execute your transformation across all middle, back office,
and support functions.
Not just customer facing teams.
Invest in dedicated co-located teams
with a robust mix of skills such as human centric designers,
process engineers, data scientists, solution architects
and developers.
Oversee your transformation with a delivery centre.
Embrace state of the art technology,
such as robotics, AI, automation, and machine learning.
By adopting a holistic approach, these tools
will be combined in a way that makes them
mutually supported and strengthened.
Empower teams to make decisions,
aiming for action over deliberation
and speed over perfection.
Leadership should set the overall direction
and encourage teams to fail fast, cart losses, and pivot.
Promote a data driven culture that rewards value generation
and create a multi-year funding plan.
Customer journeys at scale deliver more
than just great customer experiences.
It is the secret to acing customer centricity
and beating the digital natives at their own game.