Customer centricity business canvas© Datacom 2020. Version 1.5.

A self-assessment strategy tool to get your business ahead in today’s economy.

Datacom’s customer centricity business canvas is designed to be used as a self-assessment strategy tool or in conjunction with the support of a Datacom subject matter expert.

Engagement with this process is likely to prompt consideration in areas of your organisation or business that you may not have previously considered.

Our customer centricity business canvas is part of our digital recovery framework, which is the result of interviews and input from Datacom subject matter experts and conversations with customers.

Welcome to your customer centricity business canvas.

© Datacom 2020.

The newnormal

DigitalExperience

Use of digital channels will become habitual for customersand preferred engagement channel despite reintroductionof in-person channels.

Organisations that develop and execute comprehensivecustomer experience strategy will thrive, leveraging theirposition to extend market gains.

CustomerCentricity

As the economy contracts and customer spend drops, businesses will compete heavily for customer spend.

A comprehensive data strategy will become crucial asorganisations seek real-time interaction with their customerchannels and supply chain to leverage maximum value at every opportunity.

ProcessOptimisation

Economic contractions will force organisations to focus onefficiency gains and empowered decisions.

Digital workplace and collaboration tools will be augmentedwith robotics, automation. AI, and analytics to empower staffand customers through lean process optimisation.

ValueRealisation

Demand on IT systems will continue to grow, while increasedoutsourcing and low/no code platforms will reduce the focuson infrastructure.

Leading organisations will refocus IT teams on a business valuerealisation model to drive closer alignment and high-valueagile outcomes.

Market disruptors Survive: Short-termShort-term operational continuity is the only priority.Tactical, reactive, mission-critical decision-making approach.

Thrive: Medium- to long termEquipping the organisation with tools to thrive.Proactive, strategic, growth-oriented mindset.

Customer behaviour change drives unprecedented demand on digital platforms.

Organisations will seek to deploy rapid digital (pop-up web stores) and manual (increased/outsourced call centers) solutions, to keep up with short-term customer demand.

Rapid customer demand change and supply chain volatility will make supply and demand forecasting a critical focus point. Supply chains will implement ‘COVID-19-free’ tracking processes.

Organisations with poor customer data and sliced back-end systems will resort to spreadsheets, out-of-box analytics tools, increased reporting cadence, and manual workarounds.

Remote and/or rotating on-site staff will make digital workplace enablement a key priority.

Business continuity plan processes will be enacted immediately,followed by rapid rollout and upgrade of modern workplace toolsto improve remote accessibility, collaboration, wellbeing and safety, visibility, and productivity.

IT systems will come under unprecedented load from workers,customers, and suppliers shifting rapidly to remote ways of working and digital channel engagement.

Organisations will patch and upgrade existing legacy solutionsand, where possible, virtualised workloads will be shifted toscalable cloud platforms and networks to cater for load.

DigitalChannels

CustomerInsight

RemoteOperations

SystemsStabilisation

Supply chainvolatility

Financialmarkets shock

Rapid change inbuyer behaviours

© Datacom 2020. Version 1.5.

Survive to thrive: Digital recovery framework

Customer centricity.

The canvas is intended to prompt consideration across some of the key areas that are consistently affecting the ability of a business to meet the needs of its customers.

It helps you focus on understanding the customer and recognising how to better leverage those insights throughout the organisation .

Capturing data isn’t difficult. It’s leveraging those insights within the business that’s usually the bigger challenge. This canvas aims to uncover the areas where insight can be identified and then how this insight can best be made available and leveraged by the organisation.

© Datacom 2020.

Leveraging customer value within the business/organisation

Understanding the customer

In which contexts and formats would deeper customer insight be helpful?

How can this value be demonstrated?

How can this be implemented?

Is the customer represented via a single customer view from the business?

What real time customer data is captured and reported?

The empowered individual customer

Customer centricity worksheetBusiness/organisation name:

Canvas author:

Date:

Customer representation

How is the customer represented within the business? And where in the business? What active data exists to validate this?

How influential are changing customer demand patterns to the success of the business/organisation?

Customer lifetime value

How is a direct and long-lasting relationship with the customer curated?

How are these long-term relationships made more valuable to the business?

Products and services

Is there a product journey map that illustrates the whole product life cycle from the customer’s POV?

How are our products and services communicated to the customer?

How are new and emerging opportunities recognised and exploited?

Future customer demands

How can the customer’s future demand patterns be predicted and understood?

How are changes in the customer’s motivations and priorities recognised?

Customer value / openness

How can the customer become more valuable to the organisation or business beyond their capacity to consume products or services?

Does the customer have a clear understanding of how their data is used by the business/organisation and/or other third parties?

Customer tools

What customer tools could the business/organisation benefit from?

How can different tools help you solve different challenges?

What transactional value/data can be exchanged between the business and the customer? e.g. Location? Preferences? Purchase history?

What other tools provide a clear and consistent view of the customer across the business?

Customer analytics How can the business improve from better customer data?

What does current customer data tell us? How is this valuable to the business?

How could the business benefit from additional first party data? How and where could this be gathered?

How is the business/organisation motivated to increase customer value? How is this directly linked to business metrics and KPIs?

How could customer insight data be distributed to the business to aid/promote decision-making and actions?

Business development

How is the business set up and structured to best leverage changing customer behaviours and patterns?

How is the customer data protected within the organisation? Has there ever been a data breach?

Operations and processes

Why is the business organised the way it is? Who is benefiting from the current organisation structure?

What does a customer journey look like? Has it been mapped? Is it efficient or siloed? What role does data play in reducing friction throughout the customer journey?

Strategy and targets

How is the company strategy and targets linked to your data strategy?

How is the business/organisation motivated to increase customer value? How is this directly linked to business metrics and KPIs?

Business processes

How many teams handle customer data within the business/organisation?

How is the business model optimised or mutated through customer data?

How could you further monetise your customer data?

© Datacom 2020. Version 1.5. This canvas remains the copyright intellectual property of Datacom New Zealand Ltd. It is free to use, but no part may be altered or used in alternate publications across any media without consent.

For further information, or help with this process, get in touch. We can provide additional canvases in other areas and work with you to solve the problems you’re facing. We’d love to hear from you.

For more information, email advisory@datacom.co.nz