The experience of two restaurant visits from last month stuck with me. In the first one jackhammers were constantly interrupting our conversation because they were rebuilding the place. In the second one, I was sitting on a terrace, in a beautiful late-summer sun. One of those restaurants however will never see me again. Guess which one?
Journeys and touch points: two sides of the same coin
In my previous post and related article, I explained how I believe customer journeys can be used to guide strategic investments. Customer journeys can help you find out where and how your organisation can improve the long term customer experience. Armed with that knowledge, you can then define the required change projects.
Customer journeys as a strategy guide
A while ago, I published an article in the IRM UK newsletter on business process modelling. In the article, I explain the value of and relation between different kinds of process models. I also propose to use customer journeys to guide strategic choices and investments in process (and other) improvements. In this post, I briefly summarise the key messages of the article and elaborate on how to use customer journeys as a guide for your strategic investments.
Topics:
Outside-in
Digital
Customer Journey
Business Analysis
Customer Experience
Business Architecture
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Customer Centricity – What about Technology?
In my 3rd blog on customer centricity, I look at the impact of your customer centric strategy on technology. Since your customer is becoming more and more digital, a customer centric strategy cannot be realized without considering technology. And as customer centric business models are build on dynamic ecosytems connecting different partners, you will not be able to operate without technology.
In fact, business and technology should be considered at the same time and in an integrated way. There is no such thing as business and technology anymore, there is only business. But technology is at the heart of your business model.
Customer Centricity - Turning your business model around
In a previous blog I wrote about moving from an organisation centric to a customer centric strategy. In this blog I expand somewhat more on this theme by considering the impact on your business model.
Today’s organisations are typically designed according to a traditional linear value chain of marketing, sales, delivery and support. But if we really want to put the customer central stage, we have to look differently at our organisation model. And turn it around. Make it a dynamic network driven by the needs of our customers.
