Creating a Customer-Centric Organization
Get focused on your customer by establishing executive-level ownership of the customer experience
Project Overview
A mid-sized financial services company wanted to focus on the customer experience and increase employee engagement by identifying key roles and functions to be established under the newly formed Chief Customer Office (CCO).
Client Challenge
The customer experience job duties and activities were split between marketing and business development, with minimal defined ownership and shared leadership across the organization. Some of the specific challenges they faced included:
- Undefined executive ownership of the customer experience: Customer experience, marketing and business development activities were shared between multiple teams
- Fragmented customer-focused initiatives: In addition to undefined executive-level ownership, key functions of the customer experience were being shared between multiple resources with minimal thorough focus on the customer
- Disparate customer program objectives and employee engagement: Clear roles and responsibilities were needed to align on customer programs and increase employee engagement into the customer experience
Approach
RevGen began with conducting internal stakeholder interviews to understand what customer functions and initiatives were being done in different areas across the business. We then partnered with the newly named Chief Customer Officer to define role responsibilities and outline initiatives for a Head of Customer Experience, CX Center of Excellence and CX Ambassador Program. Finally, RevGen created a roadmap that defined three key phases of customer experience organization transformation to ensure future success.
- Current state assessment: Assessed organization and documented key customer experience functions and initiatives
- Future state operating model: Defined roles and responsibilities to centralize the customer experience program and build capabilities across operational functions
- Implementation roadmap: Created a three-phased roadmap that included Design, Build and Improve activities that can be implemented as the customer experience program matures
Solution
- Defined Organization Scope and Purpose: Defined an organization purpose and outlined scope, success measures and underlying team functions to ensure CCO success
- Designed Chief Customer Office and Customer Experience Function: Established key roles and functions including a Head of CX, CX Center of Excellence and CX Champions program while creating guidelines on how the function partners with the Marketing organization and other key internal stakeholders
- Developed Plan for Future Success: Developed an implementation plan for roll-out of new roles and functions and provided input to a change enablement plan
