베인은 홈페이지 기능 및 성능 개선을 위해 쿠키를 사용합니다. 이와 관련된 더 많은 정보는 개인정보 메뉴에서 확인하실 수 있습니다. 이 웹사이트를 계속 사용하시면 쿠키 사용에 동의하신 것으로 간주됩니다. 

Video

Jens Engelhardt: Experience Is the New Product; Here's How to Manage It

Companies that organize around customer episodes follow a few key steps.

Video

Jens Engelhardt: Experience Is the New Product; Here's How to Manage It
en

More and more, companies are organizing around customer episodes, which consist of the activities that help customers fulfill a specific need. Jens Engelhardt, a partner with Bain's Customer Strategy & Marketing practice, describes the process for managing—and scaling—these episodes to benefit employees as well as customers.

Read the Bain Brief: Experience Is the New Product; Here's How to Manage It

Read the transcript below.

JENS ENGELHARDT: Most companies today are organized around products or functions, like risk management or marketing. However, we see more and more companies organizing around customer experience, around episodes.

So what is an episode? An episode or a journey actually starts with the emergence of a customer need—say, I want to open a bank account—and it only ends once this need is fulfilled. So the bank account is opened and the customer can make a payment.

Leading companies transition to this new model in a few steps. First, they very clearly define the customer episodes. And they prioritize them based on the ability to improve the customer experience and the potential to take out cost.

Then they assemble cross-functional teams that are responsible for each individual episode. Then, to make sure that these episodes are continuously improved, they set very clear metrics for each episode. And finally, these companies scale up and are examples of companies that have dozens or even hundreds of teams organized around episodes.

Organizing around episodes really changes the way of working and the way decisions are taken. Teams love to take this level of ownership and to see the results for customers coming in, in such short order.

Read the Brief

Experience Is the New Product; Here's How to Manage It

Organize around customer episodes, improving them through Agile teams.

태그

베인에 궁금하신 점이 있으신가요?

베인은 글로벌 리더들이 중요한 이슈를 해결하고 기회를 놓치지 않도록 지원합니다. 고객사와 협력하여 지속되는 변화와 성과를 창출합니다.