Creating a strong operating model in the digital age

In our latest blog post relating to Intelligent CX, Curzon Associate Partner Rachna Trehan explores how to start creating a strong operating model in the digital age.

It is undeniable that we are deep in the ‘digital age’, or even the ‘post-digital age’. Different organisations are still at different levels of digital maturity and have shown a remarkable capability to change.

I think we can also agree that “Customer Needs” have changed. Browsing, selecting, influencing, engaging, buying, renewing… these all have new meanings which organisations are responding (some leading the way) to keep up with.

So, let’s take this argument further. How do we ensure organisations are set up to adapt to change rather than react to it? Whether it’s technology advances, changing customer needs or business continuity, they need to be agile and flexible.

The answers lie in transforming your operating models.

Here are four pointers that we recommend in the sales and service space:

• Create Change cells around customer journeys that move fast, drive change, engage different talents and build an AGILE mindset.
• Build flexible organisational structures enabling the growth and deployment of change cells.
• Focus on outcomes, not outputs, in every part of the organisation. Change your metrics, incentives, and culture to be customer outcomes focussed.
• Build processes / journeys with Systems and Design Thinking but with an agile mindset.
• Collaborate with customers… before finalising products, journeys, metrics, operating models.

• Build or transition to cloud-based platforms and collaborative solutions.
• Ensure service designs are accurately reflected through the systems, and deliver the desired outcome.
• Think end-to-end connectivity across customer journeys and potentially across the value chain.

• Happy employees are motivated to work with agility, create happier customers and generate more revenue.
• Employee Happiness is actually a measure – there are ways to make it tangible, and track impact on the top/bottom line.
• Invest in your people – Train them to “add value” to the customers / company. Having high quality human conversations can actually be a differentiator.
• Flexibility in resourcing and ways of working – “physical boundaries” and “typical employee profiles” are a thing of the past. The world is your oyster. AI powered WFM solutions can take the pain away.

• Get customers to engage with your products, journeys and people.
• Learn from these engagements and improve the happiness quotient around them.
• Spread the word within your organisation – Sales, Loyalty, Up/Cross Sales all depend on customer engagement.

These four areas will help you start your journey towards creating a strong operating model in the digital age.

Curzon provides the experience to prepare our clients for the future and deliver tangible results. See you on this exciting journey.