Chapter 2: Design Customer-Centric Business Processes Make it easy for your employees to make it easy for your customers The heightened stakes for customer expectations mean you have to design not only the selling experience, but also the buying experience. Think about it: Every customer interaction is an experience. You need to audit each of them and T evaluate how they grow or diminish your business. OR Look through the eyes of your customers and F F redesign what you’re asking them to do — at E every touchpoint. R E For example, think of how Uber redesigned the OM entire experience of getting a cab. They looked at T every area of friction and simply removed it. S U C No standing in the rain hailing a cab, no waiting to exit your ride to pay. At the same time, they made it easy for drivers to find riders. This combination of improved customer and workforce experience revolutionized an industry. . DRIVER EFFORT The Customer 360 Playbook 10