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Customers today have more power and greater choice, through more channels and with greater immediacy than ever. Business leaders recognize this and are seeking to transform their organizations accordingly.


  • If an organization is unwilling to commit to the ideas that the customer should be central to its purpose and that constant innovation is fundamental to creating enduring value, then there is next to nothing it can do to survive.

Features and Benefits

  • Identifies the key ingredients of successful digital transformation.
  • Shows how enterprises can properly align leadership, people, processes, and technology.

Key questions answered

  • What does it take to transform an enterprise to make it fit for the era of the customer?
  • What attributes do enterprises need to remain relevant to customers despite accelerating change?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Commit to the customer

  • Becoming customer-adaptive

Transform holistically; tinkering is not enough

  • Leadership is key

Begin with an honest self-assessment

  • Knowing where you are is an essential starting point for development

Visionary leadership is essential to create the customer-adaptive enterprise

  • Change is critical for survival
  • A customer-centric vision and purpose must be clearly articulated
  • Values matter

The workforce must be and feel fully engaged and embrace a clearly articulated, customer-focused vision

  • The link between workforce engagement and customer satisfaction is a matter of fact, not debate
  • Competition for scarce talent demands proactivity and science
  • New skills are needed to cope with continuous and disruptive change

Collaboration must be pervasive across the enterprise and beyond

  • Networking purposefully across the organization
  • Today’s challenges call for much broader collaboration
  • Positive attitudes to collaboration must be fostered
  • The effect is to increase the impact of the enterprise’s collective wisdom

Insight and foresight are essential to help firms drive value for the customer and ensure persistent relevance

  • Enterprises need to create a portfolio of sensing capabilities
  • The most advanced organizations embed analytics throughout their value chain
  • A 360-degree view of the customer must include context
  • A robust VoC program provides a closed-loop sense-and-respond capability
  • Longer-range scenario planning is essential for anticipation

Deliver a right first time, rewarding customer experience

  • Making life easier for the customer
  • Creating the right first time customer experience
  • Smart, connected interactions are essential for omnichannel success
  • Social networks provide a valuable channel of engagement and insight beyond reputation management
  • Segmentation and journey mapping are indispensable tools for designing the omnichannel experience
  • Lean management disciplines are essential for omnichannel success
  • VoC programs provide a feedback mechanism for lean management disciplines

Continuous innovation is essential for persistent customer relevance

  • The biggest barrier to innovation is cultural
  • The 10 attributes of continuous innovators

Simplified, connected, mission-critical processes designed from the customer-back

  • Processes must be designed from the customer-back

The architecture of the enterprise must provide a clear view of how structure, processes, and systems combine

  • Enterprise architecture should be holistic
  • Good enterprise architecture is fundamentally a business activity rather than a technology exercise
  • Enterprise architecture must be owned by the leadership
  • Enterprise architecture begins with business architecture
  • A customer-adaptive enterprise architecture must be agile and customer-driven
  • Done properly, enterprise architecture paves the way for transformation

The eight attributes must be orchestrated and mutually reinforcing to create momentum

  • The role of leadership
  • Great leadership is rare because few understand what it entails


  • Methodology
  • Further reading
  • Authors

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