Improving End-to-End Customer Experience
Having the right customer experience is vital as today’s customers have never been so demanding, informed and empowered. Get it wrong, and your customers quickly move to competitors. Get it right, and sales and business performance increase through conversion, usage and advocacy.

Our Solution
We help organisations to create a compelling customer experience while benefiting its business model.
Mapping the existing end-to-end experience at all-important customer touchpoints, we measure it against customers needs, brand position, competition, best practice and business model needs to identify areas of weakness and strength. Producing a clear understanding of where improvements can be made, their benefit, cost and speed of resolution, and ultimately their priority.
Allowing us to create a clear roadmap of changes to improve customer experience and business performance, while setting the foundations for delivery success.
Rikard Svendsen
Partner, Customer Experience Transformation

Solving These Challenges and Bringing These Benefits
Challenges
Benefits
What We Do
We begin with mapping the customer experience across all-important customer touchpoints, using priority ‘customer scenarios’ to guide the time investment during this insight stage. Augmenting with customer needs research, analytics and customer service insights where available. As an example, the following end-to-end areas for a digital software business would be analysed:
Brand & Positioning
Acquisition Marketing
Pricing | Online Trial
Install & Activation
Service Use
Renewal | Cancellation
Customer Support
Communications & Advocacy
Sample Analysis Output
An example of the sample analysis showing the impacts to the customer experience and business performance:

How it is Delivered
We deliver our service based on four core principals — only do what is needed, achieve benefits fast, progress in a ‘planned and agile manner’, and design to the budget and timeline available. It is delivered over 5 stages:
We begin with mapping the customer experience across all-important customer touchpoints, using priority ‘customer scenarios’ to guide the time investment during this insight stage. Augmenting with customer needs research, analytics and customer service insights where available. As an example, the following end-to-end areas would be analysed for a digital software business:
1. Programme Governance & Delivery Framework
Given the programme’s complexity, an initial programme framework is deployed to control all planning and improvement cycle stages – ensuring timescales are adhered to, and benefits are quickly delivered.
A top-level governance structure is also implemented to speed up knowledge transfer into the organisation and decision making.
DWG strategy experts support this stage
2. Customer Experience Analysis
In this stage, all aspects of the customer experience at important touchpoints are analysed. DWG works with the senior sponsors to agree on the number of customer groups and scenarios to map and measure dependant on budget and time required.
Customer experience flows, features and environments are analysed and mapped as an output.
DWG strategy experts support this stage.
3. Measurement & Benchmarking
Using the customer experience analysis, this is measured against an agreed set of critical success factors such as customers needs, brand position, competition, best practice and business model to produce the strategic insight required.
Additional sources of insight to help in the measurement steps are created or gathered. This includes customer service information, analytics, customer groups and their needs analysis.
Producing a picture of the strengths and weaknesses and their strategic impact.
DWG strategy experts support this stage.
4. Prioritisation Resolution Roadmap
Using the picture developed from the proceeding stage, benefit and cost and time of resolution analysis is conducted on each identified issue. This assists the prioritisation process and development of the resolution roadmap. The roadmap is divided into prioritised sprints to ensure value is unlocked quickly and successful momentum is established.
In addition, critical success factors for the programme are identified in order to allow measurement of success and allow for adaptation within the programme.
Delivering a plan, roadmap and KPIs to guide the organisation during the delivery phase, ensure value is unlocked quickly, and agility is baked in.
DWG strategy experts support this stage.
4. Resolution Delivery & Measurement
Depending on the needs of the organisation, DWG execution experts and our partner ecosystem can assist in the successful delivery of the programme.
This may include our programme resources guiding the full delivery, or our product team defining given solutions and fixes, our technology team assisting with platform changes and architecture, to our marketing optimisation team helping with the brand, digital marketing and trading optimisation.
DWG execution experts can support this stage.
Our Typical Client
Our customer experience solution is suitable for any business looking to enhance their customer experience and generate business benefit.
We have seen specific success in subscription and transactional businesses in telecommunications, media, technology, financial services, retail and FMCG sectors.