持续的成本控制是转型成功的关键

© Oliver WymanCUSTOMER EXPERIENCE AND TRUSTARE KEY TO TRANSFORMATION SUCCESSSuccessful performance transformations require customer experienceinnovation to promote trust, future-proof the business, and position forlong-term growth. © Oliver WymanExecutives are pivoting from managing for the here and now to building an organizationalstructure that’s sustainable for the long haul. Two big pieces of that puzzle are bolsteringefforts to improve the customer experience and driving more value for clients, according toOliver Wyman’s 2024 Performance Transformation Global Executive Survey.Achieving broadscale performance transformation is not easy. In fact, 81% of those surveyedfailed to reach all their objectives. Many companies that embark on performance transformationprograms find themselves focused on cost cutting. Instead, transformation initiatives needto be holistic and cost discipline should always be at the service of growth-focused innovationin such areas as customer experience. Cutting back rather than investing in these areas risksbreaking trust and setting the business on the path to commoditization, jeopardizing futuresuccess and any ability to command a margin premium.PRIORITIZE WHAT MATTERS MOST TO CUSTOMERS TOMAINTAIN TRUST DURING TRANSFORMATIONCompanies need to maintain a clear view on which elements of customer experience arehighly value accretive and therefore non-negotiable. Consider the push to use artificialintelligence (AI) to automate parts of customer service and reduce labor costs, somethingthat 20% of respondents to Oliver Wyman said they were doing. While AI and automation candeliver efficiencies and reduce costs, it may not be appropriate for all parts of the customerjourney. Large customer segments may not feel comfortable communicating with a chatbot,for instance, and companies need to be cautious about the inherent biases baked into theunderlying data that fuels AI. Understanding what is perceived as uniquely value creatingand non-negotiable to the customer is key to preserving their trust and willingness to payfor the business goods and services.Investing in customer research may not be the obvious choice in an environment of costdiscipline, but leaders need mechanisms to identify customer experience focus areas.Prioritizing two to three key customer experience initiatives can help maintain a sense ofdirection and preserve customer trust. Additionally, to help monitor and maintain customerexperience levels, as priorities turn to cost discipline, leaders should keep an eye on customerKPIs such as Net Promoter Scores (NPS). By clearly tying these KPIs to operational actions,each department’s role in preserving customer trust is made clear. A laser focus on theseKPIs must be maintained throughout the organization to prevent slippage to a state wherecustomer experience, and therefore the revenue side of the business, is being sacrificedto cost-cutting. © Oliver WymanREINVEST COST SAVINGS INTO CUSTOMER EXPERIENCEINNOVATION TO FUTURE-PROOF THE BUSINESSAs competition for customer loyalty intensifies, preserving trust and improving customerengagement is more critical to top-line growth and to future-proofing the business, withLippincott’s 2023 Brand Aperture Study finding future ready brands to be those performingstrongly on measures of customer connection and progress.Oliver Wymanis currently working on a transformation program with a global financialinstitution with a large presence in the Asia Pacific region. From our experience, mostbusinesses in Asia Pacific come with a natural advantage due to lower labor costs, whichin turn can prevent businesses from investing in more advanced technology and AI.Investing in technology-enabled innovation to provide a consistently excellent customerexperience and, by extension, access to topline growth should be the priority when it comesto transformation.To achieve that goal, a radical and innovative rethink of customer propositions requires inputfrom diverse voices across the organization. Existing talent pools should be incentivizedto innovate and think long-term, for example examining where they might use AI or otheremerging technologies to personalize and elevate experiences for customers, or exploringnew customer-centric business models that could drive future growth. In the currentenvironment, as customer expectations are quickly evolving toward more seamless service,subscription-based models, or greater personalization, businesses need to keep up the pace.The path to future-proof growth will be different for each organization and each industry,but customer experience innovation remains essential to a successful and sustainabletransformation. Businesses cannot let customer trust and engagement fall victim to cost-cutting measures. Truly holistic transformations that incorporate customer experienceinnovation will have lasting legacies and set businesses up for long-term success. © Oliver WymanCONTINUOUS COST DISCIPLINEKEY TO TRUST IN TRANSFO