Consistent development of services is challenging, especially for large organizations with varying operating methods across different units – not to mention unifying the customer experience between brick-and-mortar and online. What should you consider when embarking on a large development project?
Customer-driven product and service development has been a hot topic in recent years. Yet, according to customers, only three percent of companies succeed in doing so. The most challenging development for large organizations is in more traditional industries, such as banking and insurance, as there can be great variation between units. Operating models have also been developed and system architectures built years before there was any knowledge of digitalization or self-service.
Digitalization is often approached from an organizational efficiency perspective, leaving little customer understanding. According to Gartner (2023), customer understanding is one of the biggest areas where, for example, marketing managers have a skills gap.
We explored how service development in large organizations should be renewed and unified so that customer experience can be translated into competitiveness. Veho’s Customer Experience Director, Tuomas Manninen, HiQ’s Service Designer, Paula Peltomaa, and HiQ’s AI Lead Consultant, Jonas Pomoell share their views on the topic.
- How do you ensure that different business units pull together and develop the customer experience in a unified manner?
- How do you find the balance between customer expectations, profitability, and feasibility?
- What is the importance of co-development in the success of a development project?
- How does a service blueprint help you see the customer experience concretely, specifically in your own organization?
