Customer Transformation

Consulting offerings

Are you working harder than ever to satisfy customers? Shoppers expect to buy at their convenience, anywhere, anytime – and they expect the same high-quality service during every interaction with every company they do business with. You no longer always control your message; a blogger’s product review may have more influence on your brand than a Super Bowl commercial. There’s no way to ignore it: customers are transformed. 

The Deloitte Customer Transformation Offering helps clients effectively initiate, grow and sustain profitable relationships with customers. Through a network of global resources and key technology partners, our services address the broad range of marketing, sales and customer service issues facing our clients. We help produce significant and enduring performance improvements because we seamlessly link strategy formulation to technology, people and process considerations. Learn more about Customer Transformation.

What we offer

 Buyers have changed. Have you?

It’s easier for a start-up to design a satisfying customer experience because there’s nothing to tear down. Change comes harder for companies that are invested—financially and emotionally—in traditional strategies and expectations. They may be committed to brick-and-mortar stores that attract less traffic now. Or support an organizational structure that revolves around products or sales channels, rather than customers. Or, they may rely on low prices or product innovations to drive growth, which is now elusive.
Transforming a company into a customer-centric organization demands strong leaders. They must be willing to risk sweeping change to realign their people and operations to deliver brand-consistent, exceptional experiences across all interactions throughout the customer’s life cycle.

Bottom-line benefits

An effective customer transformation can help you:

• Build market share by differentiating your brand, establishing market leadership, and creating entry barriers for new competitors
• Lower the cost of acquiring new customers and increase referrals and recommendations
• Reduce customer support costs through more efficient operations that reduce customer frustration
• Enhance cross-channel capabilities to increase share of wallet across multiple customer touch points
• Improve customer loyalty and satisfaction, resulting in customers who stay with the company longer, purchase more frequently, and demonstrate less price sensitivity
• Gain higher returns on marketing and advertising investments

How to create more value now

Here are some steps you can take to help transform your organization into one that builds shareholder value by focusing on growing profitable customer relationships.

1. Find your starting point. Experience what it’s like to be a customer by shopping your company’s channels and contacting your call centers. Do the same with your competitors. Talk to customer-facing employees to gain their insights. Validate your experiences with research, surveys, and focus groups.
2. Create your vision. Set your transformation trajectory by developing a customer experience vision for the organization and the strategy for executing it. Begin by defining your brand promise and how it will differ from your competitors’ in the eyes of customers and employees.
3. Bring your customer segments to life. Capture data that provides insight into your customers and their interaction preferences, and measure your organization’s progress toward fulfilling its vision. Use this information to drive strategic and operational decisions and empower customer interactions at the front line.
4. Recognize that all customers are not created equal. Calculate the potential lifetime value for each customer segment, including the cost to serve them. Develop strategies that build loyalty and referrals from the most valuable customers. Likewise develop strategies to increase the value of less-profitable segments. Measure the effectiveness of customer transformation initiatives and make adjustments as needed.
5. Put the customer at the center of everything you do. Make customer capability improvement an integral part of the day-to-day planning processes, corporate behaviors, and performance metrics.
6. Reward behaviors. Drive a customer focus from top to bottom as an executive priority coordinated across the whole organization. Align cross-functional goals, reward performance with incentives, and enforce accountability for results.
7. Embed a customer focus in technology management. Collaborate directly with IT as a business partner and customer advocate. Establish customer-centric principles as guidelines for technology investments and IT development roadmaps.

How we can help

Deloitte helps corporate leaders create and execute strategies to initiate, grow, and sustain profitable relationships with individual and business customers. Unlike strategy boutiques or IT systems specialists, we help our clients create sound, actionable strategies and follow through by helping them execute enduring end-to-end performance improvements that encompass people, processes, and systems. When a technology solution is needed, we team with leading vendors and help our clients select, integrate, and rollout the right technology solution to support their strategic vision.

Our customer transformation services can help clients achieve profitable growth in these areas:

• Customer experience. Create consistent, positive customer interactions that improve profitability and loyalty across channels.
• Customer insights and analytics. Recognize patterns in customer, marketing, sales, and service behavior.
• Customer service transformation. Improve end-to-end enterprise service processes.
• Marketing transformation. Optimize the return on marketing investments.
• Sales transformation. Improve sales ability from strategy through execution.

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