It’s the clearest strategy to really start seeing big wins.
The fix for this problem is simpler than we think, although it does take a good deal of commitment.
The customer journey map is a new starting point. Instead of starting with the silos, the journey gives you a frame to start with customers’ lives.
Achievement in the delivery of a unified customer experience is difficult because it requires that the silos drop their functional disciplines during the planning stages. It makes every project seem more complex because there are more people at the table participating in every aspect of the business. But the companies that do this well are the ones that customers continue to name as their favorites.
Without common accountability targets, actions will continue to be planned tactically, based on the individual annual plans of the silos. Companies need an ongoing roadmap to define where they want to make progress in customer profitability, customer loyalty, and customer experience delivery.
It’s not the fact that the silos exist that’s the problem.
It’s their lack of coordination and conflicting metrics. Each faction of the company continues to establish their own plans, budgets and goals. The challenge of CX work is that it cuts across the entire organization and orchestrating a new behavior isn’t often factored in by the silos.
Identifying the moments of truth drives awareness about where a company can have an impact on a customer relationship and customer profitability. Building an operating plan for the execution of the key moments of truth clarifies the organizational and operational handoffs where so much customer dissatisfaction and defection occurs.
Segmenting the operation into the silos may seem a manageable way to a top executive, but it’s not the way the customer sees the world. The silos need to collaborate to ensure that the handoffs across the organization are executed for optimum customer interactions.
Annual planning is a missed opportunity for driving customer profitability inside the corporate machine. Without common accountability targets, actions continue to be planned tactically, based on the individual annual plans of the silos. Companies need an ongoing roadmap to define where they want to make progress in customer profitability, customer loyalty, and customer experience delivery.
Umpqua Bank got rid of the ropes and the lines that defined banking as a chore. By shedding old industry practices and humanizing the experience of banking, Umpqua draws customers to them.