Chapter 2: Design Customer-Centric Business Processes Get started: Pick one customer touchpoint Speak to your customers, and they’ll surely give you an example of an inconvenient or clunky touchpoint with your company. Bring together stakeholders Move from... To... from all of the teams that influence that moment to explore how you might fix it. For now, focus on that single touchpoint and the teams and time frames needed to address it. For example, why should customers have to call you Supply optimization Anticipate product demand if there is an issue? Might you be able to identify the and the customer jobs to be done issue and proactively engage to solve it? With the right data and processes in place, your airline could move you from a cancelled flight to an alternative Scale through standardization Personalized 1-to-1 journeys at scale before you even know it’s cancelled. Put yourself in your customer’s shoes and imagine what they need, when, and why. Find a way of making it effortless for them to get what they need. Transactions Connected experiences Together with peers in other departments, go through this thought exercise about recentering processes around your customers. Transaction volumes Lifetime value How can you move from the company-first processes on the left to the customer-first options on the right? The Customer 360 Playbook 11