Mapping the customer journey is the top driver for digital transformation

mapping-the-customer-journeyOrganizations are struggling to understand the behaviors of the ‘connected’ customer. Partly it seems executives don’t engage with their brand or business in the way that their customers do. There is often a difference in understanding the value creating points between them

The lack of having a well mapped out customer journey means missing out on opportunities caused by not knowing this complete set of connections being made into you. By not knowing all these connecting points and drawing them together in a cohesive plan, there is a significant chance you are simply restricting the developing of innovation solutions that map back to all the decision-making that is going on in the customers’ minds.

This failure to optimize and seize upon all the possible options to connect with your customers is restricting your ability to broaden out your innovation solutions, making the journey more value creating, it certainly can be really holding your business back.

As you explore the digital transformation path this can become your best opportunity to connect along the total customer experience and see a greater return on this understanding and investment. Continue reading

Walking that narrow innovation pathway.

Walking that narrow innovation pathway needs some rethinking.

The narrow innovation pathway

Innovation is the pathway to travel and seek out our future”

Today there is as much a gap between the aspiration to innovate and the ability to deliver on this. We still continue to ignore the constant suggestion that innovation should be systematic so the organization can provide some degree of reliability to innovate in a continuous fashion.

We often allow the concept of ‘holistic’ to simply float over us and ignore the intimate connection between strategic thinking, innovation and their alignment. It is still sad we seem not to go beyond a certain point in our innovation thinking, it continues along a narrow path of limited understanding. Will it ever change?

I appreciate the statement, I think made by John Kao: “Strategy is useless without innovation, innovation is directionless without strategy”. Innovation can be strategies catalyst but is it still? I really do believe we need a new sense of the scale and scope of innovation; we do need to get a firmer grip on its complexities.

I would certainly suggest we do need to align it far more to the organizations strategic imperative and recognize innovation’s role in this for this to be successful and to be repeatable. We must strive and push for more of a complete understanding of the innovation process to manage this thoroughly. Firstly innovation is never linear; it is iterative with lots of trial and error to learn from it. Continue reading