Transform Customer Journeys at Scale—and Transform Your Business
In the digital age, customer experience is more critical than ever.
Companies that can provide a seamless, end-to-end customer experience are more likely to succeed. However, many companies struggle to improve the customer experience. They may add to an already long list of change initiatives or make incremental improvements that don't address the root causes of the problem.
In their article "Transform Customer Journeys at Scale—and Transform Your Business," Bharat Poddar, Yogesh Mishra, and Anandapadmanabhan Ramabhadran propose a new approach to improving the customer experience.
They argue that companies should reorganize their change initiatives around the customer journey. This approach, which they call "customer-journey-at-scale transformation," can help companies reinvigorate the customer experience and achieve their digital transformation objectives.
What is customer-journey-at-scale transformation?
Customer-journey-at-scale transformation is a process of reconfiguring the way a company develops, delivers, and improves its products and processes to deliver the best possible experience to customers. It is a holistic approach that takes into account all aspects of the customer journey, from the first point of contact to the final purchase and beyond.
Why is customer-journey-at-scale transformation important?
Customer-journey-at-scale transformation is important for several reasons. First, it can help companies improve the customer experience. By focusing on the customer journey, companies can identify and eliminate pain points and create a more seamless and enjoyable experience for their customers.
Second, customer-journey-at-scale transformation can help companies reduce costs. By streamlining processes and eliminating redundancies, companies can save money and improve efficiency.
Finally, customer-journey-at-scale transformation can help companies increase revenue. By providing a better customer experience, companies can attract and retain more customers, which can lead to increased sales and revenue.
How to implement customer-journey-at-scale transformation
Poddar, Mishra, and Ramabhadran recommend a four-step approach to implementing customer-journey-at-scale transformation:
Define the transformation. This involves identifying the company's strategic objectives and determining how customer-journey-at-scale transformation can help achieve those objectives.
Design the journeys. This involves mapping out the customer journey and identifying all the touchpoints that customers have with the company.
Enable and execute the transformation. This involves putting the necessary resources in place to support the transformation, such as technology, people, and processes.
Govern and fund the transformation. This involves establishing a governance structure to oversee the transformation and allocating the necessary funds.
The benefits of customer-journey-at-scale transformation
Poddar, Mishra, and Ramabhadran found that companies that have implemented customer-journey-at-scale transformation have realized significant benefits, including:
20- to 40-percentage-point improvements in customer advocacy
Cost reductions of between 15% and 25%
Revenue increases of from 10% to 20%
Conclusion
Customer-journey-at-scale transformation is a powerful approach to improving the customer experience and achieving digital transformation objectives. By following the recommendations of Poddar, Mishra, and Ramabhadran, companies can successfully implement this approach and reap the many benefits.