With new technologies and rapidly changing customer behaviors and expectations, the lines between customer service, sales and marketing have begun to blur. Today’s “connected customers” are creating tectonic pressures on the front office, forcing its traditional functions to converge in a new operating model.
To succeed during constant disruption, companies must connect with their customers on multiple levels and channels, but simply interacting with the customer is not enough. Leading front office organizations have begun to respond effectively by embedding awareness of and benefit to the customer in every aspect of the business. Marketing, sales and services now follow customers. Personalized, real-time engagements take precedence as organizations begin to provide solutions, along with products, and the connected customer continues to morph in identity, preferences and expectations.
Companies that take initiative have the opportunity to get out in front of disruptive forces and their customers’ expectations to achieve their target customer strategy.
The future of the front office is connected. Partnership with cross-enterprise functions such as IT, HR, and finance will be needed as the front office becomes a dynamic, direct, and on-demand customer-servicing unit. Our breadth of experience can help you define a vision and shape your transformation.
Changes in the front office will lead the journey into the future for most companies. It’s here, after all, that the enterprise meets the marketplace and the connected customer. To embrace a new front-office structure, marketing, sales and service executives will need new processes, policies, capabilities and skills that address the six must-haves: data, analytics, automation, organizational structure, metrics and culture.
Leaders don’t wait to be disrupted; they prepare for the future with preemptive disruption of their own. Contact us today to find out how KPMG helps enterprises be ready for the future of the front office.