Design a Customer-Centric Digital Operating Model | Info-Tech Research Group

Uncoordinated efforts for initiatives within organizational siloes fail to address the end-to-end customer journeys.
Organization lacks guidance on establishing a new operating model around customer journeys.

Our Advice

Critical Insight

Improving customer satisfaction at individual touchpoints does not translate into enhanced experience for an end-to-end customer journey.
A new operating model around customer journeys must be established for success.
An organization with the traditional structure and the legacy processes and technology must first learn from redesigning a few critical journeys as lighthouse initiatives before scaling.

Impact and Result

Sustainable increase in customer satisfaction over end-to-end journeys.
Increase in critical KPIs associated with journeys, e.g. time-to-resolution for a classic “I resolve” journey.
Increase in satisfaction for employees associated with journeys.
Faster time-to-market for new features: from yearly to monthly or even biweekly releases.

Design a Customer-Centric Digital Operating Model Research & Tools

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should care about end-to-end customer journeys and not individual touch points, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

Design a Customer-Centric Digital Operating Model – Executive Brief

1. Which journeys should I transform first?

Identify and prioritize critical journeys for your organization.

2. Which team is right for transformation?

Determine the right team for transformation.

3. Which critical processes and governance structure are required for the team?

Identify the critical processes and governance structure required for the team.

About Info-Tech

Info-Tech Research Group is the world’s fastest-growing information technology research and advisory company, proudly serving over 30,000 IT professionals.

We produce unbiased and highly relevant research to help CIOs and IT leaders make strategic, timely, and well-informed decisions. We partner closely with IT teams to provide everything they need, from actionable tools to analyst guidance, ensuring they deliver measurable results for their organizations.

What Is a Blueprint?

A blueprint is designed to be a roadmap, containing a methodology and the tools and templates you need to solve your IT problems.

Each blueprint can be accompanied by a Guided Implementation that provides you access to our world-class analysts to help you get through the project.

Table of Contents

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Guided Implementation 1: Which journeys should I transform first?

Call 1: Introduction to framework.
Call 2: Identification of critical journeys.
Call 3: Prioritization of journeys.

Guided Implementation 2: Which teams are right for transformation?

Call 1: Identification of team’s roles, responsibilities, and reporting structure.
Call 2: Identification of relevant KPIs for lighthouse and discussion on KPI-based incentive structure.

Guided Implementation 3: Which critical processes and governance structure are required for the team?

Call 1: Discussion on Agile delivery model: design boot camp to frequent releases into market.
Call 2: Discussion on journey mapping.
Call 3: Discussion on processes: VC-style budgeting, backlog prioritization, etc.

Author

Vivek Mehta

Contributors

Asad Joheb, Payment Strategy and Business Architecture, TD Bank
Djamel Djemaoun Hamidson, Senior Enterprise Architect & Strategist, CBC Radio-Canada
Gerry Akkerman, Director, Business Technology Planning, TransLink
Maneesh Gidwani, Chief Information Officer, Florida Ice and Farm Company
Rob Church, Head of Enterprise Architecture, TransLink
Simon Lee, Innovation Lead, Liquor Control Board of Ontario

Search Code: 87491
Last Revised: January 24, 2019

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