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Chapter 1 - Customer Journey Optimization: Lean Operations in the Age of Customer Centricity

Customer centricity is more than a passing trend. The empowerment that digitalization offers consumers has increased the demands upon businesses, and that demand will only continue to grow. Whereas previous decades saw customers only making use of organizations’ physical locations, the same consumers now expect to be able to access their chosen businesses through a wide range of avenues – most of which center around digital. Even the mom and pop store down the road has a website! To add an extra layer of complexity, consumers not only demand access to these various channels but they expect a seamless, cross-channel experience.

At most companies, the CMO’s dream is the COO’s worst nightmare. Customer centricity and the associated digital initiatives have driven up operational costs and made it difficult to begin a conversation about bringing the two opposing forces into balance. To make matters worse, marketing and operations are historically not good at working with one another on the customer experience. Using data to understand customer journeys helps create a common language and single source of truth from which the two disciples can operate. Analyzing and visualizing behavioral data and where it impacts processes will create a more sophisticated understanding of the customer’s true needs than disconnected demographic and behavioral facts can.

In this whitepaper, you will learn more about an approach that helps bridge the gap by connecting fact-based customer journey analysis to operational efficiency. A case study will be used to illustrate not only how it has been done before—but also the impact that this approach can have on an organization.

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