![]() Why Customer-Journey-at-Scale Transformation MattersĪ customer-journey-at-scale transformation reconfigures the way the company develops, delivers, and improves its products and processes in order to deliver the best possible experience to customers.Īt a time when products and services are becoming increasingly commoditized, the strategic importance of customer centricity has greatly increased. Underpinning it is a strong data orientation that emphasizes value measurement and enables organizations to continuously improve performance. This approach, which we call customer-journey-at-scale transformation, draws on the principles of human-centric design, agile ways of working, and the latest digital and other cutting-edge capabilities, while employing best practices in change management. ![]() In our research and our work with more than 100 clients worldwide, we have seen the most successful clients use a customer-journey-led model for transformation that not only reinvigorates the customer experience but also meets the equally urgent objective of carrying out the company’s digital transformation. To put their customers at the center of their business, companies should take their cue from digital natives and reorganize change initiatives around the customer journey-an end-to-end approach to conceiving and solving each distinct customer mission. ![]() Discrete incremental improvements won’t cut it. Although most companies understand the customer experience imperative, many fail to see that adding to an already long list of change initiatives is not the best way to address it. In the digital era, the ability to pivot nimbly to accommodate changing customer tastes is critical to maintaining market share, as leaders such as Apple, Amazon, Google, Netflix, and Airbnb have so potently demonstrated.
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