Customer Transformation

In an increasingly digitalised world, customer needs are also changing rapidly: customers can purchase products or services around the clock on various digital platforms - the individualised customer experience is becoming the decisive success factor for companies to set themselves apart from the competition.

In the face of constant new innovations and huge amounts of data that need to be analysed, a strategy with consistent measures is required. In order to retain customers in the long term in these fast-moving times and to be able to react flexibly to further changes, it is essential for companies to focus their transformation on the customer.

Customer transformation benefits from technological advances and enables companies to integrate innovations into the customer experience and create value in order to build a sustainable competitive advantage.

The challenges that companies face in customer transformation vary greatly from industry to industry. But even if the requirements differ, we have identified eight competencies that organisations should develop for successful customer transformation. We differentiate between the five dimensions  Customer Centric Business Models, Customer Interaction, Customer Operations & HR, Customer Technology and Customer Data,  Customer Centric Business Models, Customer Interaction, Customer Operations & HR, Customer Technology and Customer Data.

In order to be successful in the long term, companies should correctly understand the needs and expectations of individual customers in view of the volatility of the market and align their own products and services with these. This realisation is further reinforced in the KMPG Customer Experience Study 2020.

Companies that have the eight competences outlined above have created the framework conditions for establishing themselves as an innovative and customer-centric provider on the market in the long term as part of their customer transformation.