Joined-up customer experiences are proven to drive growth

Yet many organisations are struggling to keep pace with the rising expectations of uncompromising customers

WHAT’S GETTING IN THE WAY?

Organisations arehighly joined-up across strategies

and activities

Don’t involve sales teams in developing customer experience strategies

Strongly agree that their functions work together to contiuously improve

every aspect of the customer experience

Have no board level responsibility for the end-to-end customer

experience in their organisation

<1 IN3 > 40% <1 IN5 29%

Different divisions pitching for the same business

3 different CRM systems being launched at the same time...

Attending an event, not realising the other function was attending & presenting there!

No internal joint business planning practices

5 global marketing divisions annual planning in 5 different ways

When the boss didn't know that a co-worker had died!

WHAT GROWTH DRIVING COMPANIES DO DIFFERENTLY

Growth Drivers Growth Laggards

Join up strategies around end-to-end

customer experience

Structures and ways of working built

around end-to-end customer experience

43%

44%

72%

74%

Winning organisations

join up strategies,

and executionusing ‘co-invention’

HOW CAN YOU DO THIS IN PRACTICE?

INVENTION

INTEGRATION INGENUITY

in strategy & execution

of peopleof real working practices

DIFFERENTIATEDCUSTOMER

EXPERIENCES

Co-location is challenging but crucial…instilling common thinking & encouraging trust

so people think about doing things differentlyStephen Noakes, MD Retail Customer Products, Lloyds Bank

Clearly define the customer experience you want to create, If you’re clear what it looks like, you don’t get

constrained by the way supply chain & systems areWill Orr, MD, British Gas Home Installations

We teach people the basics but we expect them to use their imagination

and brainpower to solve the restDavid Cush, CEO, Virgin America

CLICK HERE TO FIND MORE PRACTICAL TIPS & EXAMPLES

ways of working

WHAT WE’VE HEARD...

#1 Barrier is siloed behaviours and ways of working

BATTLING THE BARRIERS TO GREAT CUSTOMER EXPERIENCE

Source: Join up to stand apart: a study led by Brand Learning

Worst examples of siloed behaviours