How can I define the scope of the customer journey underpinning my company's digital transformation?
The scope of a journey can be defined by the product (such as a mortgage or current account), the channel (such as online or branch), the customer segment (such as retail or commercial), and the phase of customer engagement (such as sales or servicing). Depending on how these elements are combined, the scope of a transformation can be narrow (a remortgage for existing customers via the online channel) or broad (all mortgage products in all channels).<br/><br/>
Decisions about scope should be informed by a detailed assessment of the value at stake and the cost of capturing it. Companies achieve impact more quickly by focusing on a few large journeys rather than fragmenting their efforts across the enterprise.<br/><br/>
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