What's the Customer OS?
Some established brands struggle to keep up with new market makers. Reasons for this may include being stuck in a product mindset, siloed business units or cultural inertia (among other ails).
In Veriteer, a CX consultancy, we anchor our thinking in The Customer Way. These are fundamental principles to drive a customer-first mindset. On their own, they're not a playbook for a successful customer function. So, how to structure them into a coherent system?
The Customer Operating System is an organisational model that helps to determine how teams managing customer experience should be set up. It is built on 10 key capabilities that every organisation should master to respond to the everchanging market demands of a connected world.
Why an operating system, you might ask?
In computing, the Operating System (OS) has three functions: to manage resources for the computer (memory, processing power and so on); to establish an intuitive and consistent user interface and to execute and provide services for applications.
Our Customer Operating System is designed to help customer leaders manage resources in the customer function (people, process, tech, data); establish and optimise a coherent customer experience and execute and provide business services that deliver the customer experience.
Building an OS requires key design principles. It must be:
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10 key capabilities of the Customer Operating System
Architectural capabilities focus on how businesses should plan, coordinate and improve different interactions that customers have with the brand, and their resulting experiences.
Activation capabilities are the direct interface with the customer, enabling those interactions across the experience and executing them.
Enabling capabilities optimise how the other capabilities operate, providing specialist skills and internal services so they execute the right decisions.