打造面向未来的客户体验 Building Customer-波士顿咨询-20230414

BuildingCustomer

Experienceforthe

Future

APRIL2023

Thecustomerexperienceis

evolving

01

WhyCEOsneedtopay

attentiontotheircustomer

experience(CX)

Howcustomer-experience

championsareoutcompeting

themarket

01Unlockshort-termprofitabilitygainswhilebuildinglong-termsustainedadvantage

·Advanceddigitalanddatatechnologiesare

advancing,creatingnewpossibilities·Thecustomerlandscapeisevolvingfast·Competitorandnew-entrantinnovationisdisruptive

02CarefulCXorchestrationofferscompaniesahugeopportunitytowin

03CXisatopinvestmentpriorityforCEOs

04CXorchestrationisalignedacrosstheorganization

05AdvancedCXinnovatorsembracedata&AI

06WinnersbuildCXcapabilitiesalongeachphaseofthedigitaljourney

Source:BCGanalysis.

+55%

190%

higherthree-yearrevenuegrowth

+70%

01

Customerexperienceisafundamentalwaytodrivegrowthandcorebusinessoutcomes

CompaniesleadinginCX...

Createmorevalue

55%

higherfive-yearTSR¹growth

12.4%

8.0%

CX

leaders

Peers

Generate

moregrowth

+190%

15.9%

5.5%

CX

leaders

Peers

Drivemoretrust

70%

higherNet

PromoterScore

across

archetypes

28.2

16.4

CX

leaders

Peers

Source:BCGGlobalCompanyoftheFutureSurvey2022;n=263.

Note:CX(egqeLguqbeeL2coLe2LeLeL本o本o本g(2pgLepo(qeLLe本nLu,Le^eune,guq/b22coLe2pg2eqou本pe2nL^e入.

1」o本g(2pgLepo(qeLLe本nLu.

01

·Highercustomerengagement;increasedloyalty

·Personalizedofferings;greaterappreciation

·Efficiencyofchangedelivery;greaterproductivity

·Increasedautomation;reducedcycletimes

·ReducedITandoperatingexpenses

·Greateremployeeengagement

·Fasterdecisionmaking

·Acadreofexperiencedjourneypractitioners

·Lowerriskthroughsystems-drivenchecks

·Greatervisibilityofrisks

·Enhancedcomplianceandriskmonitoring

·Liftinsalesproductivity;improvedconversion

·Relationshipdeepening;greaterconsumerspending

·Fastertimetocash

Byimprovingthecustomerexperience,companiescanrealizeshort-termgainsandunlocklong-termopportunities

Enhancedcustomersatisfaction

Efficiencygains

Strengthenedcapabilities

Improvedcompliance

Top-linegrowth

Source:BCG.

Newdataandtecharetransformingcustomerjourneys…

Multichannel

1995–2009

Omnichannel

2010–2024

Multipletouchpoints

2025+

PhysicalDigital

Averagetouchpointsacrosssinglejourney

?

20+

9

2014

2021

2021

Sources:BCGHendersonInstitute;ThinkwithGoogle.

01

…creatingnewwaysto

interactwithcustomers

Newwaystoengage

Newtouchpoints—digitalandphysical—aretransforminghowcustomersengagewithbusinesses

Two-wayrelationships

Newtech-enabledexperiencesareenablingcustomerstosharefeedbackandshapetheirownrelationshipswithcompanies

Predictive&personalized

experiences

Anexplosionindata,combinedwithanalytics&AI,isenablingbrandstomeasure,predict,andpersonalizeone-to-oneexperiences

r

e

v

o

c

s

i

D

y

u

b

/

p

o

h

S

U

s

e

/

e

x

p

e

r

i

e

n

c

e

S

u

p

p

o

r

t

Digital/mobile

Orchestration

ofCX

interactions

Consumer-experiencewinnersconquercomplexitybybecomingan02

orchestrationengineforallcustomerinteractions

Physical/retail

Contact

center

Source:BCG.

Smartdevices/

InternetofThings

Metaverse

Future

touchpoints

Fromomnichannelto

omnitouchpoint...

·Reinventionoftraditionalchannels

·Emergenceoftouchpoints

·Nonlinearjourney

·Mixofdigitalandhumaninteractionsto

addmorevalueinthecustomerjourney

·Two-sidedconversation

·Genuineengagement

02

Everythingabusinessdoesstartswiththecustomer

Customer-focuseddesignisembeddedintoallactivitiestoreimagineexperiences

Customer-journeyobjectivesareusedtodeliverchangeacrossthebusiness

Peoplearerewardedforcustomer-centricbehaviors

Next-generationdata&techtrulypersonalizeexperiences

Customer-experiencewinnerssucceedbytransformingtheirbusinessesaroundthecustomer

CXoutcomesnotexplicitlylinkedtobusinessbenefits

Focusonincremental—notbig-picture—innovation

CXdeliveredinsilos,fragmentedbudgets&resources

CXnotseenastheroleofallleadersandemployees

Disconnectedchannels&data;nosingleviewofthecustomer

Source:BCG.

Auto&mobility

Media

Fashion&luxury

Telco

Retail

Consumerproducts

Retailbanking

Travel&tourism

Assetandwealthmanagement

Retailinsurance

22

24

24

Average:31%

30

24

21

23

31

18

23

25

23

22

24

15

24

26

19

24

27

21

21

28

20

17

20

17

25

21

17

24

38

38

38

35

32

31

31

30

28

CX

03

Customerexperienceisprimedtoremainapriorityinvestment

acrossindustries

Leadersandpeersarespending~31%onCX,

makingitthehighestspendingarea...

CURRENTSPENDINGACROSSFOUROUTCOMECATEGORIES(%)

30

19

21

30

Peers

CXleaders

Improvementincustomerexperienceandgo-to-market

Performanceimprovementthroughtheoperationalvaluechain

Performanceimprovementinsupportfunctions

Innovationandgrowthinthecoreandbeyond

Source:BCGGlobalCompanyoftheFutureSurvey2022;n=546.

…aswellasatoppriorityforthefutureacross

mostsectors

FUTURESPENDINGACROSSFOUROUTCOMECATEGORIES(%)

(CX-FOCUSEDSECTORSONLY)

25

21

20

34

04

Re-engineering,fixingthecore,andbuildingafoundationforinnovation

Buildingcustomerexperienceforthefuture

isaprocessofcontinualupwardgrowth

Future-built

Scaling

Buildadvancedcapabilitiestopivottogrowthfrominnovationbyorchestratingacrossallcustomerinteractions(omnitouchpoint)

Companystage1

Emerging

Adoptpointsolutionstocreatebusinessoutcomes,includinginsightsfromdata&engagementacrossalltouchpoints(omnichannel)

Stagnating

LayafoundationforthefutureviadecentralizeddigitalandCXinitiatives

Fostercontinuousinnovationinfoundationalcapabilitiesandadvanceddigitization/techtoenableCXatthecore;digitallyenablenewgrowth

DIGITALTRANSFORMATION

Programmaticapproachenablingcompaniestodeliveron

digital-transformationeffortswithafocusonbuildingCXcapabilities

BUILDINGFORTHEFUTURE

Blueprinttoembed&scalecross-functionalattributescriticalforCXsuccesswhileshiftingtogrowthfrominnovation

Pivottogrowthfrominnovation–focusonAI,

new-businessbuild,andadvanceddigitalecosystems

Source:BCG.

1BasedonBuildfortheFutureframework.

73

05

Leadersarefindingnewwaystoengagetheircustomers

Stagnatingcompaniesarestillstrugglingtomanagetheirtransitiontoomnichannel…

AVERAGECAPABILITYONOMNICHANNELUSECASES

5.2

Omnichannel-foundation

+53%

7.9

StagnatingFuture-built

4.9

Omnichannel-advanced

+47%

7.2

StagnatingFuture-built

Source:BCGGlobalCompanyoftheFutureSurvey2022;n=546.

…whilefuture-builtcompaniesarealreadyembracingtheCXshifttowardomnitouchpoint

SHAREOFRESPONDENTSSEEINGTHOSETECHNOLOGIES

ASRELEVANTORCRITICALFORTHEFUTURE(%)

Web3/metaverse

NextGeninterfaces(includingvirtualassistantsorconnecteddevices)

AI/cognitivealgorithmic

Autonomousmachines

48

50

48

47

62

65

65

StagnatingFuture-built

+140%

05

Whilestagnatingcompaniesarestillstrugglingwithomnichannel,future-builtcompaniesarealreadyinvestinginnewwaystoengage

Averagecapabilityperusecaseandarchetype(notexhaustive)

Fromchannelstotouchpoints

Travel&tourism

Retail

+60%

+69%

4.5

4.0

2.5

2.7

AR/VR1orsmart

mirrortooffer

immersivein-store

experience

ImmersiveCXtovisualizefacilities

orroom

Source:BCGGlobalCompanyoftheFutureSurvey2022;n=546.1Augmentedreality/virutalreality.

Individualizedcustomerjourney

Travel&tourism

Retail

+100%

+60%

6.0

5.3

3.0

3.3

App/ARintegration

forwayfindingand

enhancingin-store

experience

Digitalandbiometric

identificationtoaccess

loungeorroom

Stagnating

Future-built

Continuousconversation

MediaRetail

+61%

8.0

7.3

4.5

3.3

Rapiditeration

basedon

real-timefeedback

Predictiveconsumer

preference(trend

detection)

Thebest-positionedcompanies

arealsoautomatingCXthrough

generativeAI…

GenerativeAIappliespredictivemodelingtogeneratenewcontentorelementsacrossmodalities

Trainingdataiscollectedandcentralizedas

inputtoagenerativemodel

Themodelestablishescomplexcorrelations

betweendatapointsembeddedwithina

trainingdataset

Basedonadistinctuserprompt,themodel

generatesanewelement

Source:BCG.

…resulting

usecases

inmultiple

05

Selectgenerative-AIusecasesacrossfunctions

Marketing

Sales

Customer

support

Customer

success

·Generatevisualmarketingmaterials·Writewhitepapers,blogs,commercials,ads·Createcustommaterialsforeachlead

·Generatepersonalizedsalespitches·Createdemostailoredtocustomers·Writeclientoutreachemails

·Usechatbotstoanswercustomerqueries·GenerateanswerstocustomerFAQs·Createwebguidesforonboarding,training

·Builddashboardstotrackkeymetrics·Runsimulationstoshowcustomershowto

maximizevalue

·Buildaccountprofilestooutlineupsell

opportunities

Sources:ExbeL本cg「「2:qe2k本obLe2egLcp:BCCgug「入2!2.

06

M

Measure

forimpact

Leadingcompaniesputcustomersfirst,buildingcomprehensivecapabilitiestosupportthecustomerjourney

A

Activate

acustomer-firstculture

Human-centereddesignandanagileapproachembeddedthroughout

Ongoingiteration

D

Deliver

journeysfront-to-back

S

Synchronize

acrosschannels

I

Innovate

tobefuture-ready

06

Companiescanbecomecustomer-experienceleadersbydeploying

therightcapabilitiesateachstepoftheirchangejourney

FromScalingtoFuture-Built

Continualinnovationjourney

FromEmergingtoScaling

Transform

@scale

Integrateadvancedtechacrosstheorganization

Buildingadvancedcapabilities

FromStagnatingtoEmerging

Customer-centricinnovation

Buildingfoundationalcapabilities

Journey-ledtransformationCX-ledDDP,1CDP,2datastreamsCX-ledorganizationactivationDevelopkeydigitalchannels

Customer3603

DevelopkeyCXprograms(e.g.,loyalty,memberships)

@scalerolloutoforganizationchanges

AI-drivenorchestration&personalizationengine(deepAI)

PredictiveCX

measurement

Deepcustomerunderstanding

Rapidjourneyinnovationsprinttoprovevalue

Customersegmentation

&insights

Journeyanalytics&

mapping

Journey

program

scaleupandop

modelreview

OmnichannelstrategyCXstrategy

Journeydesign

Digital&

measurement

infrastructure

Front-to-backjourneys

E-commerceandchannelexcellence

Loyalty&membershipprograms

CXorchestrationtransformation

Source:BCG.

1Dataanddigitalplatform.2Customerdataplatform.3Usingdataanalyticstocreatea360-degreemasterviewofcustomers.

CASESTUDY

Howamajormotorcyclemanufacturerdevelopedadigitalcommerceandsalesstrategy

AUSmotorcyclemanufacturerwasworkingonamoresophisticateddigitalmarketingmeasurementtoperformmarketingpilots

Theobjectivewastocreateabuild,operate,transfer(BOT)approachtosetupadigitalecosystemforincreasedvaluecreation.

01

Digitalcommerceprogram

DevelopedwithspecificfeaturesdefinedthroughBCG’sagileprocessesandcustomerresearch,inconsultationwiththesteeringcommitteeandeachoftheworkstreamsquads

02

Digitalplatform

Developeda

best-in-classdigitalplatformandonlinechannelforparts&accessoriesandmerchandisethatdrivesgrowthandmarginexpansion

03

MVP1

development

DefinedanMVP

AlphaBuild(”Alpha”)thatdeliveredafunctioningfirstversionoftheproduct,whichcanbetestedwithcustomersinacontrolledenvironment

04

Internaltraining

Trainedanewlyhiredclientteamonworkproductandteamstructureto

ensurecontinuityoperations

of

Source:BCG.

1Minimumviableproduct.2Full-timeemployees.

Outcomes

Digitalexperience

Developmentofstate-of-the-art

“whiteglove”digitalpurchasing

experience

Shifttowarddirectmodel

Clearshifttowarddirectmodelinselectmarketswithplansforbroaderdomesticandinternationalimplementation

#1pre-ownedmarketplace

Withinonemonthoflaunch

30+FTEs2hired

tocreatenewdigitalcenter

$140M+grossmarginyearly

runrate

03

Workforce

management

Deployedsophisticatedwork