CI Strategy and Roadmap Development
The initial phase of our engagement included defining the customer’s journey then using an outside-in and inside-out approach to identify areas for optimization of customer intimacy at each stage. This helped inform the development of a customer intimacy roadmap, outlining 12 priority areas (or behaviors) that need to be addressed in order to align to the evolved customer expectation driving value delivery.
To effectively realize the customer intimacy strategy and roadmap, CMG activated a ”Navigator” team inclusive of leaders and stakeholders from both organizations to champion, guide, and support customer intimacy work across the organization. The Navigator team represented key business units, functions, and geographies to account for all unique needs and ensure an inclusive approach.
Activating Cross-Functional Teams
In coordination with the Navigator team, CMG activated and coached a series of Micro Action Teams (MATs) that were focused on specific customer intimacy priorities and creating new organizational processes to bring those behaviors to life. Each team consisted of members from different departments, such as marketing, sales, technical, and customer service. These functions represented all the critical touchpoints with the customer.
Each MAT utilized Agile ways of working to establish focus on the customer, prioritize work based on value, and communicate more effectively. CMG coaches led the teams through 2-week sprints, facilitating Agile ceremonies and ensuring the teams remained aligned with their purpose. At the end of each sprint, the teams would participate in a joint sprint review with key business leaders to share work in progress and receive feedback. These sprint reviews allowed for better cross-team collaboration and helped identify areas of synergy or redundancy.
Examples of outputs from the various MATs included:
• Consultative selling training for sales team members
• More effective communication of lead times to customers
• Enhanced reporting capabilities on sales funnel velocity
• Optimized web presence and brand awareness
Coaching Transition and Sustainability
To set the client up for success, CMG trained internal team members to carry on the coaching responsibilities for the MATs post CMG’s involvement.
