As the UK’s most experienced Digital Transformation consultancy, with strong expertise in the generation of subscription management business models, DWG was selected to create the proposition strategy, proposition experience, bundling structure and pricing, go-to-market transformational roadmap and investment case.
In addition, we were tasked with defining, delivering and supporting (as Interim resources) the creation of a ‘product function’, a ‘marketing function’ and a new agile and responsive creation and delivery process.
Critical to the success of the project was a clear, compelling and ‘value’ customer experience definition, to enable successful acquisition and growth and protect against churn of the existing customer base. A customer-base which had largely received the ‘value-added’ for free.
Using appropriate strategic rules and insights, the experience was formed and then conceptually tested within the organisation’s sales teams and a select set of customers. This established the new proposition, pricing structure, and membership business rules to enable the right experience for the customer and the business.
In parallel, we identified the changes needed within the Allfunds go-to-market, operations, technology and organisation. These were augmented with the planned customer-facing delivery approach, to produce the transformational roadmap and investment plan. With significant stakeholder management conducted to educate, elicit feedback and attain buy-in.
Supporting this core work, was the creation of a new product and marketing function within Allfunds. Critical elements to help control the delivery of the new proposition and produce the enhanced digitisation of the organisation. Organisation, creation processes, and appropriate tools were deployed to deliver this.