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

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

Episodes are the key to successful customer experiences.

Video

Phil Sager: Experience Is the New Product; Here's How to Manage It
en

Well-designed customer episodes can deliver better customer experiences at a lower cost. Phil Sager, a partner with Bain's Financial Services practice, describes how reorganizing around episodes, instead of products or functions, can produce scalable results. 

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

Read the transcript below. 

PHIL SAGER: Historically, executives have organized their business around products, channels and functional areas. This seemingly logical way of organizing your business makes it really hard to deliver against ever-increasing customer expectations. The pioneers are reorganizing around the customer experience. The unit of transformation is the episode, and the ways of working are agile. Bain defines a customer episode from the customer's point of view -- outside in.

It starts when a customer expresses a need: "I want to live in a home that I own." And the episode ends when the customer moves into that home, not when the bank or financial institution defines the end of the episode. Experience with leading companies suggests that this approach is delivering materially better customer experiences at radically lower costs.

Organizations start by defining a consistent taxonomy of episodes, outside in -- think like a customer. They start by selecting one to two episodes to pilot this approach. Then, as they build confidence and capability, they scale the approach across the organization. They then redefine executive leadership roles, not in product or functional responsibilities, but around delivering industry-leading customer experiences. Teams will enjoy the ownership. The CFO will enjoy better business results. And the customers will stay longer, buy more and tell people about the great experiences.

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.