Disrupt Processes To Build Your Customer-Obsessed Operating Model
A few months ago, I had a horrible customer experience around test-driving a new luxury car. The company’s marketing department invested a lot of money on different campaigns to get me to make an appointment for a test drive. They succeeded, But once I got to the showroom for the appointment, the experience was a complete 180-degree turn from the red-carpet marketing experience. In fact, I was told they were too busy for a test drive and they requested I come back in two weeks. Needless to say, the experience was a #BIGFAIL on the part of the carmaker.
We see this all too often. Disconnected business processes, fragmented customer communications, and poorly thought-out execution around critical customer experiences. This lack of focus on process coordination around customer experiences robs companies of potential revenue and brand value.
Contrast this with the experience I had while visiting a Tesla Motors store recently. While I was in the store browsing different car models and speaking with a Tesla spokesperson, a steady stream of existing Tesla owners popped into the store to rave about how great the brand was and how much they loved driving their cars.
It’s easy to see that brands like Tesla run their companies from a customer-obsessed operating model. And at the heart of this customer-obsessed operating model is a relentless focus on calibrating business processes to deliver seamless, connected experiences at each step of the customer journey. This shift to customer-obsessed operating models requires BT organizations to disrupt existing processes and focus efforts to: