Customers are better informed, increasingly connected and more demanding than ever before. In order to continue to serve this connected customer properly, organizations must have the right capabilities and infrastructure in place, which also have to be interconnected. On behalf of KPMG Forrester has performed an investigation and has identified eight core capabilities that are prerequisite to a successful digital transformation and future-proof customer services. How connected is your organization? How does your organization compare to its peers? And what does it need to speed up?
Digital transformation is not new
Customer focus and digital transformation are not new. Every organization is somewhere on its journey of transformation to adhere to the constantly changing needs of customers. But the journey is not an easy one. We often see enormous efforts being made by organizations to transform their company without a clear focus or vision on customer services. Investments or initiatives are difficult to assess in terms of goal, impact or feasibility.
Future-proof customer services
Connected Enterprise is KPMG’s approach to digital transformation to realize future-proof customer services at a level that customers expect. A key starting point of Connected Enterprise is the connection that you as a company need to realize. There are several aspects to this connection: with your staff, customers, market, network and partners from the chain, and with the internal front office, mid office and back office. Many organisations find it difficult to create and strengthen these connections, especially internally.
At the same time, however, a holistic approach to the organization and internal connections is of the essence. Top level customer services cannot be realized if marketing, sales and customer services all keep pursuing their own goals, and if customer journeys are not coordinated and aligned properly. These organizational silos must be broken down and not only in the front office, but in the mid office and the back office as well in order to allow seamless alignment and full anticipation of technological developments and operational processes - all from the customer’s perspective.
Eight capabilities that make your organization successful
KPMG commissioned Forrester to perform a worldwide investigation. The conclusion was that organizations that perform well invest in eight core capabilities. Together, these capabilities cover everything that is necessary for the realization of relevant and unique customer services.
Structural investments in these capabilities form the basis for a transformation into a Connected Enterprise. An enterprise that is connected to realize consistent customer services, that are personalized, seamless, responsive and as digitally-enabled as possible.
But what do these eight capabilities involve?
The figure below shows the eight capabilities, including examples of customer expectations for each capability:
What does a Connected Enterprise look like?
Two real and vivid examples from practice:
Insight-driven strategies and actions: The Dutch professional cycling team Team DSM set up a data platform they use as a key basis for analysing large amounts of collected data. Based on these data and analyses they are able to take informed decisions on training and nutrition, aerodynamics, the power of cyclists, tactics on the day of the race and even on combinations of cyclists for specific races.
Innovative products and services: Johan Cruijff Arena organized a large open innovation programme, focussing on technological companies and service providers. The aim was to create new concepts to improve visitor and home fan loyalty during large-scale events in the Johan Cruijff Arena. This initiative resulted in 600 active users, 190 solutions and 26 partnerships. The innovation programme’s scope was recently expanded to include social impact, for example by finding solutions for smarter and safer cities.