customer-centric transformation
TRANSCRIPT
1 © 2016 Merkle. All Rights Reserved. Confidential
PLACE IMAGE HERE
LEADING A CUSTOMER-CENTRIC EVOLUTION
Truths (and Misconceptions) of Transformation
Merkle & Adobe’s Research on Transformation
250 senior level executives in the US
Have recently completed
a broad scale marketing/technology
transformation initiative
Company revenue $1 billion or more
Spans industries as well as B2B & B2C
Who were the respondents?
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Business impact is… Incremental Substantial
Strategy is… Improving what’s in place Challenging what’s in place
Tactics are… Defined upfront Refined as you go
Approach is… One and done Iterative
O P T I M I Z AT I O N T R A N S F O R M AT I O N
Optimization vs Transformation
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
of transformation initiatives fail70%
#30Percenters
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Plan
Build
Sustain
Fail to InitiatePlan never proceeded to development
Fail to AdoptIs not embraced by organization, and abandoned
Fail to LaunchEnhancements never launch or significantly under deliver against expectations
Risks at Each Stage of the Transformation Process
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Transformation Success Requires…
Planning
Detailed plan and formal PMO to oversee work streams and track against milestones
Vision
Precise and shared understanding of business objective and desired end state
Organization
Processes, team in place and ready to
support and sustain change.
Team Skills
Team with the right skill set and allocated at an adequate level
FPO
Sponsorship
Engagement, commitment and financial support of senior executive to the initiative
FPO
41% 42%39%
43% 43%
24% 23%
16%20%
17%
0%5%
10%15%20%25%30%35%40%45%50%
Vision Sponsorship Management Execution Operations
Key Competencies for Transformation
Initiative a Success Initiative Not a Success
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
“We don't need to waste time (and money) on planning, we know what we want to do.”
Getting Planning Right is Critical to Project Success
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Planning: Vision Value Roadmap as the FoundationCustomer Journey Mapping Results
Roadmap
Value
Vision
Roadmap
Value
Vision
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Planning: Vision Value Roadmap as the Foundation
Roadmap
Value
Vision
Roadmap
Value
Vision
Benefit analysis, at actual realization
VALUE LEVERS (AT ACTUAL REALIZATION) 2014 2015 2016 2017 2018 2019 TotalFULFILLMENT (new accounts)
BEN
EFIT
IM
PACT
85% $xx,036 $xx0,994 $3,598,034 $6,360,712 $7,982,265 $8,735,309 $xx,670,349 FULFILLMENT (existing accounts) 85% $13,620 $327,164 $xx07,419 $xx19,224 $xx43,134 $xx01,920 $9,412,480 CROSS-SELL (accounts) 74% $16,856 $xx0,975 $4,002,647 $6,183,391 $8,648,510 $8,933,262 $28,045,640 MIGRATED CALLS (volume) 55% $4,560 $50,766 $134,155 $xx7,894 $221,911 $xx2,845 $852,132 ATTRITION IMPROVEMENT (existing HH) 74% $xx,274 $xx5,794 $xx46,999 $5,043,113 $xx23,857 $7,048,532 $xx,517,569 NEW CUSTOMERS (accounts) 86% $16,142 $469,572 $1,758,113 $xx08,044 $3,900,386 $xx68,347 $13,520,605 ATTRITION IMPROVEMENT (new accounts) 86% $xx,168 $xx3,040 $xx32,234 $4,653,342 $5,839,632 $6,390,540 $xx,242,956
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx2,261,731
VALUE DRIVERS (AT ACTUAL REALIZATION) 2014 2015 2016 2017 2018 2019 TotalNEW CUSTOMER (ACQUISITION + ATTRITION + FULFILLMENT) $xx,347 $2,133,605 $7,988,381 $14,122,098 $xx,722,283 $xx,394,197 $xx,433,911 EXISTING CUSTOMER (CROSS-SELL + FULFILLMENT) $30,476 $xx8,139 $5,210,065 $xx02,615 $11,391,643 $11,935,182 $37,458,120 EXISTING CUSTOMER (ATTRITION) $xx,274 $235,794 $3,346,999 $5,043,113 $xx23,857 $xx48,532 $xx,517,569 CONTACT CENTER COST SAVINGS $4,560 $xx,766 $134,155 $xx7,894 $221,911 $242,845 $852,132
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx2,261,731
TIMING IMPACT WeightsNON-FMP COSTS -> 6% 50% 71% 92% 100% 110% 40%FMP -> 0% 10% 65% 100% 110% 120% 60%NET -> 2% 26% 67% 97% 106% 116%
CROSS-SELL -> 1% 7% 75% 95% 112% 116%
BENEFITS 2014 2015 2016 2017 2018 2019 TotalFULFILLMENT (NEW + EXISTING)
BEN
EFIT
IM
PACT
85% $xx,656 $xx88,157 $xx05,452 $8,479,936 $xx,725,399 $xx,737,229 $37,082,829 NEW CUSTOMER (ACQUISITION + ATTRITION) 86% $40,311 $1,172,611 $4,390,347 $xx61,387 $9,740,018 $10,658,888 $xx,763,561 EXISTING CUSTOMER (CROSS-SELL + ATTRITION) 74% $xx,130 $xx6,769 $xx49,646 $11,226,504 $xx,472,366 $xx,981,794 $50,563,209 CONTACT CENTER COST SAVINGS 55% $4,560 $50,766 $134,155 $xx7,894 $221,911 $242,845 $xx2,132
$xx7,657 $xx08,304 $xx,679,600 $xx,665,721 $xx,159,694 $xx,620,756 $xx,261,731
Recommendations - Mapping of recommendations based on effort and business impact
10
9
8
7
6
5
4
3
2
1
10987654321
Leve
l of I
mpa
ct
Level of Effort
Quick Wins
Longer Term
The recommendations are plotted according to the prioritization exercise to determine potential quick win candidates
ab
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d
e
f g
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a
b
c
d
e
a b
c
a
b
c
d
a
b
c
Ensure Data ConsistencyEstablish Data Governance Guidelines
Define Customer Profile
Improve Data Capture & Integration
Centralized Marketing
System
Determine DMP Technology
Integrate Digital Data
into DMP
Syndicate Data From DMP Across
Digital Media
Consistent Consumer Profile
Integrate Digital Data into Event Stream
Increase Use of 3rd Party Data
Analytics & Insights
Environment
Cross Media Measurement
System
Media Scenario Planning
Data Visualization &
Reporting
Co-Marketing Environments
Improve Visibility Over Current Decision Management
Expand Rule Based Decisions Across Channels & Media
Content Management
Tool
Personalization Across Media
Utilize Addressable
Platforms
Expand Use of Display Media
Site Personalization
Change Content Approval Process
Technology Consistency
Across Brands
Centralized Marketing
Technology Ownership
25
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Planning: Vision Value Roadmap as the Foundation
Roadmap
Value
Vision
Roadmap
Value
Vision
Recommendations - Future state conceptual technology blueprint (Example 1)
© 2014 Merkle. All Rights Reserved. Confidential and Proprietary. 10
Fifth Third – Hadoop Sources
Media Execution (Experiential /Advertising)
Channel Execution (Commerce/Service/Sales)
Identity Management
Decision Platform
Data Management Platform (DMP)
Foundational Marketing Platform
· Full view of customer including longitudinal event stream and digital persona (anonymous/semi-anonymous) linked to a known individual
· Supports full li fecycle of an individual (Prospect & Customer)
· Inclusive of all relevant and granular sales and marketing data
· Single, conformed tool agnostic dimensional data model
· Dimensions , Facts, and Aggregates supporting key subject areas
· Central rationalization of permission , preferences, and suppressions
· Marketing metadata and cost· Supports Business Intelligence and Campaign
Management
Marketing Database
Core Market ing
Digital
Analytics Management Platform
Application Integration
360 Known 360 Unknown Segment Profile
Decision Engine(PEGA PRPC) Personalization Engine
Web Services & API’s
DSP Syndication
Meassaging Trigger
Forecasting/Simulation
· Media Mix Optimizaiton· Scenario Planning
Response Attribution
· Advanced Attribution Methods
· Attribution Engine
Advanced Analytics
· Analytic Models & Segmentation
· Automated Scor ing Framework & Metadata
AnalyticsResponse Attribution Media Mix
Business Intelligence
· Reporting· Visualization· Dashboards
Real-time Data Management
· Enables 360 customer profile to organization· Relevant Atomic level customer and marketing
data· Synchronized with subset of Marketing Database
to ensure accuracy of matching/keys· Informs Decisioning in real -time· Captures real-time transactions, behavior, and
interaction details required for triggered communications
Audience Management
· Data Exchange Integration
· Audience Syndication
Dem
and
Slid
e Pl
atfo
rmPl
atfo
rm A
udie
nces
Con
tent
Man
agem
ent
Dig
ital A
sset
Man
agem
ent
Dig
ital A
naly
tics
Event Managment
· Identity Resolution and XREF Management
· Event Stream Parsing and Rationalization
Digital Data Integration (DDI)
· Cookie/Session/Pixel Linking and Aggregation
· Anonymous /Known and On-line/Off-line Linking
Insight/Action
Data
Data to Drive Decisions and Capture Insight
AudienceProfile
IdentityAudience
Real -time
Response / Disposition Data
AudiencesTags
Data
ProfileDecisionsIdentity
Data
Data
Data
Scoring HistoryMetadataInsights
Data
Prospect
Event Stream
Score
Data
Scores
Data
ProfileEvents
Data
Real -time
Real-time
Real-time
Batch / Real-timeBatch
Batch
Batch
Batch
Real-time
Real-time
CampaignsLeads
Rea
l-Tim
e / B
atch
Preference Management
Real-time CDI
Profile/Offer Lookup
Tag Management
DSP
Mobile
Social
Web
Nea
r-tim
e &
Incr
emen
tal B
atch
Pro
cess
ing
Operational
Inquiries, Referrals, and Transactions
Products, Accounts, Customers, and Services
Quotes and Applications
Campaigns
Web and Mobile
Direct Mail and Email
Call Center , Branch, and ATM
Digital
Email Activity and Dispositions
Search and Display Responses/Impressions
Social Profile and Activity
Web and Mobile Profile and Act ivity
Lists & Overlays
Prospect Files & Vertical Lists
Data Overlays & Appends
Suppressions, Segments, and Scores
Other
Market/Consumer Research
Mass Media Buy Activity
Econometric Data
Consumer Checking
Savings
CDs
IRAs
Money Market
Wealth Management
Investment Services
Credit Cards
Mortgages
Auto Loan
Home Equity Loan
Student Load
Personal Installment
Load
Personal Lines of Credit
Protect ion Services
Life Insurance
Home Insurance
Auto Insurance
Credit Risk Management
Institut ional Services
On-line Banking
On-line Bill Pay
Direct Deposit Check Card Rewards Mobile
Banking
Premium Banking
ECIF
EDW
UDS
ACAP
TSYS
BCRD
FSER
ALS
Zoot
FNA
IB
SBATDEP
GPR
AGL
ACE
Unica
Exact Target
Eloqua
ATG
CAMP
Chordiant
Phoenix (ATM)
Genesis (IVR)
Aspect Dialer
MGIC, Argus
S2S Acces DB
Dial America
Exact Target/Eloqua
Operational Email Systems
Seach Partners (Spark)
Display Partners (DART )
Landing Pages (Harte Hanks/IT)Monetize and 53 Mobile (Mobile
Data Mart)Preference Center (TBD)
Digital Analytics (TBD)
CoTweet (Social Activity)
Harte Hanks
Agus
Acxiom
IXI
Central Opt Out DB
DSG Customer Analyt ics
Preference Center (TBD)
Media Buying Partners(Segment Level)
Internal Market Research
External Market Research
Integration Layer
Transformation
Data Quality
Normalization(ODS Centric)
Dimensionalized(Star Schema
Centric)
Business Rules
Technical
Subject Area
Loads
ETL
- Rea
l-tim
e &
Batc
h P
roce
ssin
g
Mobile Application
Optimize· Personalization· Targeted Offers· Product/Service
Recommendations· Remarketing
Collect· Viewing history· Contact History· Site Act ivity· Permission/Preference
Identify· Latitude/
Longitude· Device ID· Email Address· Customer ID
Inbound Call / Outbound
Optimize· Preference History· Purchase History· Offer History· Offer Management· Call Routing· Knowledge Bank· Chat Response
Collect· Contact History· Call Center Activities· Permission/Preference· Offer Disposition
Identify· 53 Account Number· E-mail· Name and Address· Phone Number
53.com & Internet Banking
Optimize· Personalization· Targeted Offers· Product / Service
Recommendations· Remarketing· Forum / FAQ· Online Application· eDocs with Deep
Linking
Collect· Site Activity· Landing Page Act ivity· Content Impressions· Permission/Preference· eSignature· Click to Chat / Call· Issue / Support / Self
Service· eDocuments
Identify· Authenticated UID· Session, Cookie, IP
Address· Device ID· Customer ID· Email· Name & Address· Phone
Branch
Email – EXACT TARGET & ELOQUA
Optimize· Personalization/
Landing Pages· Targeted Offers Based
on Web Behavior· Recommendations
Collect· Sent· Opens· Clicks· Forwards· Spam/Opt Outs
Identify· Phone· Email Address· Address· STMS Account
Number
Display - SPARK
Optimize· Retargeting· Look-alike Models· 3rd Party Segments· Direct Match List
Collect· Ad Impressions· Clicks· Media Activities· Profile
Identify· Cookie· IP Address· Tracking Pixal
Social – Hearsey or Sprinklr
Optimize· Retargeting· Look-alike Models· 3rd Party Segments· Direct Match List
Collect· FB Parent-Child
Relationships· Application Usage· Ad Impressions
Identify· User ID· Email Address· Zip Code· Cookie
Search – SPARK & LEO BURNETT
Optimize· Keyword Bidding by
Segment· Creative Weights· Remarketing
Collect· Search Redirects· Search Landing Page
Activity· Key words
Identify· Cookie· IP Address· Tracking Pixal
Direct Mail – HARTE HANKS
Optimize· Personalization· Targeted Offers· Recommendations
Data Collection· Contact History
Identity Attributes· Name & Address· Customer Number
ATM
Workflow
Unica Campaign
Email Service Provider
Content/Asset ManagementETL and Workflow
Management
· Data loading and syncing
· Automation & Job Control
· File Management· Data Audit, Monitor &
Alert
Process Metadata & Data Health
· Central identity store supports all customer recognition
· Individual, ECIF Customer, Household, Account Identity Map and History
· On-line and Off-line· Anonymous to Known
Recognition Database
Customer Data Integration (CDI)
· Parsing, Hygiene, Standardization· Address Enrichment/NCOA· 3rd Party Match ID· Digital Data Integration (DDI)
· Cookie/Session/Pixel Linking/Aggregation
· Matching (Hard Key & Fuzzy Logic) · Identity Resolution and XREF
Management· Event Stream Management· Channel and Media Event
Rationalization
CDI Known DDI
Anon.DDI
Data Exg.
Search
Insight/ Identity / Event Stream
Real-time
Responsition & Disposition Data
Insight
· Next best action· Product
recommendation· Availab le offers
· Profle/Demos· Personalization· Segment/Value· Event Trigger
Data
· Cookie/IP, ECIF ID, Name/Address, Device ID
· Events, Behavior, Session· Disposition, Interests
Audience Platforms
Hadoop Platform
Hadoop Pre-Process ing – using big da ta capabilities as a “landing zone” before determining what data should be moved to the data warehouse . Data Exploration – using big data capabilities to explore and discover new high value data from massive amounts of raw data and free up the data warehouse for more structured, deep analytics. Offloading – moving infrequently accessed data from data warehouses into enterprise-grade Hadoop allows organizations the ability to store transaction -level data for longer periods of time.
Digital Channel Event Stream
Real-Time / Batch
Optimize· Preferences· Purchase History· Offer History· Offer Management
Collect· Contact History· Call Center Activities· Permission/Preference· Offer Disposition
Identify· 53 Account Number· E-mail· Name and Address· Phone Number
Optimize· Personalization· Targeted Offers· Product / Service
Recommendations· Remarketing
Collect· Visit· Transaction· Ad Impression
Identify· 53 Account NumberKnowledge
Bank
Staging Exploration Event Streaming
Execution SystemsACH
WIRE TX
CHECK IMAGE
AUTO BILL PAY
SUPERMICR
RAFT / TPP
Product Execution Systems
UDS
AFS
ALS
XAA
FINDUR
BANKTRADEACBS
NFS
TSYS
INFOLEASE
TRUST
FSERGENERAL LEDGER
BUSINESS SOLUTIONS
CRM
CCAS
MDM
RAROC
FNA
CML PORTAL
Integration Layer
· Perform discrete transactions on behalf of a customer (deposits, funds, transfer, withdrawals )
· System of record for some financial service or product -level attributes
· Authoritative system of record for client product or service and it’s current state (balance)
· System of record for most product or service specific or characteristics (rate, term)
· Primarily internal -facing business systems that create or derive information about a customer or transaction that has relevancy elsewhere in the Organization (RAROC Score , Service Tier, etc)
Fifth Third Sources & Extracts
Unica DetectUpgrade
FileNet
Recommendations - Mapping of recommendations based on effort and business impact
10
9
8
7
6
5
4
3
2
1
10987654321
Leve
l of I
mpa
ct
Level of Effort
Quick Wins
Longer Term
The recommendations are plotted according to the prioritization exercise to determine potential quick win candidates
ab
c
d
e
f g
h
i
jk
a
b
c
d
e
a b
c
a
b
c
d
a
b
c
Ensure Data ConsistencyEstablish Data Governance Guidelines
Define Customer Profile
Improve Data Capture & Integration
Centralized Marketing
System
Determine DMP Technology
Integrate Digital Data
into DMP
Syndicate Data From DMP Across
Digital Media
Consistent Consumer Profile
Integrate Digital Data into Event Stream
Increase Use of 3rd Party Data
Analytics & Insights
Environment
Cross Media Measurement
System
Media Scenario Planning
Data Visualization &
Reporting
Co-Marketing Environments
Improve Visibility Over Current Decision Management
Expand Rule Based Decisions Across Channels & Media
Content Management
Tool
Personalization Across Media
Utilize Addressable
Platforms
Expand Use of Display Media
Site Personalization
Change Content Approval Process
Technology Consistency
Across Brands
Centralized Marketing
Technology Ownership
25
Initiative Description Objective
The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with Fifth Third Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer event stream information in a chronological order of events for an individual, account, and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and prospects and reducing the costs involved with additional data hygiene and duplication
• Marketing Data Mart (MDM)• ECIF• EDW• Foundational Marketing Platform (To be developed)• Webtrends• Akamai \ Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)• One Time Cost: $500k• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness• Client staffing availability and Skillset• Business rules definitions • Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Initiative Description Objective
The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with Fifth Third Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer event stream information in a chronological order of events for an individual, account, and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and prospects and reducing the costs involved with additional data hygiene and duplication
• Marketing Data Mart (MDM)• ECIF• EDW• Foundational Marketing Platform (To be developed)• Webtrends• Akamai \ Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)• One Time Cost: $500k• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness• Client staffing availability and Skillset• Business rules definitions • Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Initiative Description Objective
The management and association of identity attributes across all channels and media. The creation of a longitudinal view of the experience a consumer has with Fifth Third Bank (the consumer event stream)
• To enable accurate marketing to a customer/prospect with an intelligent solution to identity management and association of identity attributes across all channels and media.
• Provide the ability to enhance the marketing platform with the organization of customer event stream information in a chronological order of events for an individual, account, and household.
Benefits & Pain Points Remediation Systems Impacted / Replaced
• The ability to scale and address digital event and activity data, as well as anonymous and known prospect universe
• Increase the ROI of marketing programs by accurately identifying customers and prospects and reducing the costs involved with additional data hygiene and duplication
• Marketing Data Mart (MDM)• ECIF• EDW• Foundational Marketing Platform (To be developed)• Webtrends• Akamai \ Video Server
Estimated Costs and Duration – Cash View
• Total of 7 months across multiple phases (for onetime costs)• One Time Cost: $500k• Ongoing Cost: $416K until 2019
Risks, Assumptions, Dependencies
• Data availability and timeliness• Client staffing availability and Skillset• Business rules definitions • Hadoop: Consideration for other data streams that haven’t been included (chat histories, etc.)• Hadoop: Consistent follow on work for Merkle to sustain additional feeds
Identity Management Platform
Roadmap -Multi-phase Future State Enablement Roadmap
Addressable Messaging and Targeting
Consumer Analytics and Insights
Comprehensive Display Program
Decision Management
Cross-Media Measurement
Technology Alignment, Roles, Responsibilities, and Ownership
Media Scenario Planning
Content Approval Refinements
Data Quality
Improve Data Capture and Integration
Identity
Insights
Personalization
Channel Execution
Content Management
Quick Wins3-6 Months
Phase 1: Foundation12 Months (FY ’16)
Phase 2: Activation12 Months (FY ’17)
Phase 3: Expansion12-18 Months (FY ‘18-’19)
Phase 4: Efficiency12-18 Months (FY ‘19-’20)
OngoingFY ’20-on
Operating Model
Foundational Marketing Database
Data Management Platform and Integrations
Data Visualization
Co-Marketing Platform (Wholesale & Affiliates)
Omni-Channel Personalization Capabilities
Site Personalization and Testing
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
“Getting the technology right will be the hardest part.”
Operationalizing the Changes to Sustain Transformation
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Organizational Readiness: Organizational Strategy
» Organization structure to deliver integrated programs
‣ Does your current organization structure allow you to easily collaborate and coordinate across product/business unit silos to deliver a customer- (vs. product-) centric program?
‣ If not, is there a way to accomplish that without a huge “re-org” effort?
Organizational Readiness: Operating Model
» Mapping current state» Identifying gaps, pain points» Defining future state flow» Provide details about each step
including input, outcome, key players, skill set
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
Organizational Readiness: Roles & Responsibilities
» List of required rolebased on defined process
» Indicate RACI for each of thefunctional roles
» Develop position descriptionfor each role
» Map roles and staffing levelagainst current team
Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.
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Learn all of the truths and misconceptions of transformation in Merkle’s Customer-Centric Transformation white paper. Click here to read the full report.