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Design a Customer-Centric Digital Operating Model

Putting the customer at the center of digital transformation.

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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

Your Challenge

  • 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.

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.

1. Which journeys should I transform first?

Identify and prioritize critical journeys for your organization.

Guided Implementations

This guided implementation is an eight call advisory process.

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.

Onsite Workshop

Discuss This Workshop

Book Your Workshop

Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.

Module 1: Which Journeys Should I Transform First?

The Purpose

  • Identify the core journeys within the organization.
  • Prioritize the journey set.
  • Select one or two journeys as lighthouse.

Key Benefits Achieved

  • Informed decision on lighthouse selection.
  • Draft roadmap with broader journey set that acts as a “north star” for future transformation efforts.

Activities

Outputs

1.1

Identify critical journeys.

  • Taxonomy of journeys.
1.2

Prioritize journeys.

  • One or two journeys identified for lighthouse initiatives.
  • Roadmap with broader journey set.

Module 2: Which Team Is Right for Transformation?

The Purpose

  • Identify the right composition of the team, including roles and responsibilities.
  • Establish reporting structure and incentives for the team.
  • Identify the skills required for lighthouse.
  • Create a training plan.

Key Benefits Achieved

  • Defined set of roles and responsibilities.
  • Aligned reporting and incentive structure.
  • Plan to address skill gap within the team.

Activities

Outputs

2.1

Assign cross-functional, autonomous teams.

  • Multidisciplinary team structure, including roles and responsibilities for lighthouse.
  • Advisory council structure, including its decision-rights and responsibilities.
2.2

Identify talent and skills.

  • Skills for lighthouse.
  • Talent acquisition roadmap.
2.3

Create reporting structure and incentive plan.

  • Reporting structure for lighthouse.
  • Relevant KPIs for lighthouse.
  • Incentive structure of team based on KPIs.
2.4

Identify training plan.

  • Training curriculum.

Module 3: Which Critical Processes and Governance Structure Are Required for the Team?

The Purpose

  • Establish critical processes and governance structure required for the team.

Key Benefits Achieved

  • Right-sized processes and governance structure for the team.

Activities

Outputs

3.1

Agile delivery model.

  • Understanding of Agile methodology through a simulation.
  • Introduction to journey mapping.
3.2

VC-style budgeting.

  • Budgeting process.
3.3

Proactive change management.

  • Change management process.
3.4

Backlog and roadmap prioritization.

  • Backlog and roadmap prioritization process.
3.5

Management through KPIs.

  • Management processes based on metrics and real-time operational reports.
3.6

Frequent customer feedback.

  • Mechanisms for soliciting stakeholder feedback.

Member Testimonials

Schedule Analyst Call

After each Info-Tech experience, we ask our members to quantify the real time savings, monetary impact, and project improvements our research helped them achieve. See our top member experiences for this Blueprint, and what our clients have to say.

Client

Experience

Impact

$ Saved

Days Saved

Honda de Mexico

Guided Implementation

6/10

N/A

2

BF&M (Canada) Limited

Guided Implementation

8/10

N/A

10

First Federal Bank

Guided Implementation

9/10

$33,091

5

Mott MacDonald Ltd

Guided Implementation

9/10

N/A

N/A

Oregon State Lottery

Guided Implementation

8/10

N/A

N/A

Dark Fibre Africa

Guided Implementation

9/10

$1.06M

100

City of Toronto

Guided Implementation

10/10

$1M

120