skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view

Summary

Irrespective of industry, firms can massively improve productivity by centering their digital transformation initiatives on the customer and in a coherent and joined-up manner. Critical to the long-term growth and survival of a company is persistent customer relevance – to be customer adaptive.

Delivering a relevant customer experience throughout every individual customer interaction will boost productivity

Creating the conditions for continued and persistent customer relevance will have a knock-on effect of boosting productivity. There are several reasons for this. The most obvious reason is that to create a company that is fit for customers with ever-increasing expectations and shorter attention spans, firms must act as a system of continuous value creation and delivery. That demands a level of organizational coherence, insight, and relevant activity that is sorely missing in firms with low levels of productivity. Firms still stuck in the 20th century industrial age command and control era, often plagued by organizational silos, end up doing lots of unnecessary things that add little value to the customer.

If we look at what is demanded to deliver a positive customer experience throughout every individual customer journey, at the top of the list is the vision to center the enterprise on the customer and the values to empower employees to act on behalf of the customer now, not days later.

Customer journeys, which can be defined as all the steps that customers take to "get things done," often span multiple channels, online and offline. The customer experience is either rewarding, if it makes it easy for customers to accomplish their objectives, or frustrating, when barriers, especially departmental silos, get in the way. Remove those barriers and support employees with technology and predictive insight that enables them to be relevant to customers, and more of their time will be productive and add value.

Productivity becomes a byproduct of delivering value to customers more intelligently. It is a bit like shareholder value. Ultimately, that is derived from customers and the cash they bring with them. If your digital transformation isn't focused on the customer, chances are that it will be another white elephant, in which case don't expect any productivity gains.

Appendix

Further reading

Denon & Marantz (D+M): Generating Growth the Customer-Adaptive Way, IT0020-000231 (December 2016)

The Customer-Adaptive Enterprise, IT0020-000234 (December 2016)

Author

Jeremy Cox, Principal Analyst, Customer Engagement Practice

jeremy.cox@ovum.com

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

;

Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700


Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

+44 (0) 207 551 9047 - Operational from 09.00 - 17.00 UK time

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 7770704398 or email us at pr@ovum.com

Contact marketing - 
marketingdepartment@ovum.com

Already an Ovum client? Login to the Knowledge Center now