Why is it crucial to drive the Digital Transformation from the Customers?
As financial services companies tend to resemble more and more one another, differentiation is no longer based on product features or capacity to deliver – it tends to derive from the way companies interact with their customers, and the perception customers get from these interactions: the Customer Experience.
The best way to improve the Customer Experience and to innovate on the way to serve customers is to leverage Digital capabilities, which bring numerous effective, seamless and innovative ways of interacting with them.
This website focuses on the best way to drive the Digital Transformation by focusing on Customer Experience improvement and introducing Innovation in addressing untapped Customer Needs. It is based on many years of hands-on practice in this field.
The proposed approach relates to Design Thinking and Human Centred Design.
“Digital solutions don’t come first.
Customer Needs come first.”
SETTING UP THE SCENE
What is the key differentiating factor for banks and insurance companies? In other terms, what is the essence of the financial services companies' business model?
These questions are key to understand what is expected by customers when driving the Digital Transformation.
BENEFITS - WHAT YOU CAN EXPECT FROM BETTER CUSTOMER JOURNEYS
Benefits of improving the Customer Experience are usually presented as an increased customer satisfaction, which would lead eventually to increased revenue and reduced customer churn.
Improved Customer Journeys using Digital features will lead to much more than that.
KEY CONCEPTS - WHAT ARE CUSTOMER EXPERIENCE and customer journey
I propose here definitions of Customer Journey and Customer Experience. It is useful to clarify the approach.
The Methodology
This Methodology provides a from-the-ground-up approach to digital transformation driven by customer journey design.
It will be beneficial to a wide range of managers from services marketing, business transformation, sales, support functions, and of course customer experience officers and customer officers.
A Methodology to drive Digital Transformation from the Customers
When embarking on Digital Transformation, a lot of questions emerge:
What benefits can we expect from digital customer journeys?
How to drive digital innovation?
How to manage digital transformation - from the customer or the technology?
What kind of customer insights are actionable for successful customer journey design?
Has the company's value proposition an impact on the customer journey design?
How to deploy changes in an agile approach?
This website aims to provide a from-the ground-up methodology to Digital Transformation driven by Customer Experience improvement.
“This Methodology intends to bridge the gap between Customer Experience and Digital-driven transformation.”
Step 1.
CLARIFY THE CUSTOMER PROMISE
The very first step when embarking on a customer experience improvement programme is to clarify the promise made to customers.
STEP 2.
EXPLORE THE ACTUAL CUSTOMER EXPERIENCE
When the customer promise is clarified, the next step is to explore the truth about the actual realityexperienced by customers and employees.
This intends both to get the actual pain points, difficulties and complexities that the customers face, and the perception they get from these.
Step 3.
DESIGN THE TARGET JOURNEYS
Leveraging Digital Features and innovating in the ways customers will use them is at the heart of this step.
This paves the way to Services Marketing, where experiences are designed - not products.
Step 4.
TEST & LEARN
Agile methodology allows to build iteratively and get feedback quickly from customers.
This is key to converge to the best possible design.
A question?
