Change Agents Playbook | Page 38
Building Your Customer Engagement Value Model
Once you have worked your way through the processes outlined in this workbook, you will have set the
groundwork and built the strategy that will power your growth engine. Congratulations! You are now well on
your way to leading a digital transformation in your organization.
With your blueprint in hand, you have everything you need to make your vision a reality. You have convinced
your executive leaders to green-light the organization's digital transformation. You have obtained
organizational buy-in. You have brought every customer-facing business unit together to collaborate on a
solution. And you have identified the technologies and data model that will help the organization become
truly customer centric.
Now comes the hard (but very rewarding) work of building your growth engine: selecting vendors,
implementing and integrating the technologies, and facilitating a successful roll-out to marketing, sales,
and beyond. As the engine springs to life, you will start to generate a customer journey that optimizes
experiences, insight, and revenue. In the Change Agents book, we call this the customer engagement
value model, a series of touchpoints that build a 360° view of the customer while delivering a meaningful
experience.
As a technology-focused marketing consultancy, we know how challenging it can be to pivot the
organization. But we have also seen how worthwhile those efforts are, and how far they can take the
organization and the brave marketer who leads the charge.
Some parting words of encouragement:
Stay positive. It's been said a thousand times before, but Rome wasn't built in a day. Neither was any
growth engine worth building. Change takes time and effort. But it WILL happen, and the process
outlined in this workbook will help you make it happen.
Take it step by step. Break it down. Most big challenges can seem seem overwhelming, but when you
break them down into discrete steps and focus on each step in turn, it's much more manageable. That's
why we developed this workbook as a companion to the Change Agents book—to turn big ideas into an
incremental action plan.
Collaboration is the key. You can lead digital transformation on your own, but you can't accomplish it
alone. You need the buy-in and the muscle of every business unit behind you before you can shift the
organization in a new direction. Find the common ground, identify the shared goals, and learn how to sell
the vision of a customer-centric organization.
Put customers first—always. At the end of this process, you will have built an engine for delivering
exceptional customer experiences. But that engine needs to be continually tuned and optimized.
Technology changes. Customer expectations change. And there's always something more you can
be doing to win more customers and earn deeper customer loyalty. Start a customer advisory board.
Launch a user summit. Always be thinking ahead to the next opportunity to delight the customer, and
you'll always stay ahead of the competition.
