You can’t simply translate your old processes into digital.
Your business practices are your company’s habits — repeatable behaviors that enable you to scale effectively. In a product-centric world, these business practices optimize how you manufacture, market, sell, and service your products. In a customer-centric world, you still need to do all of that, but you also have to think about those activities from the customer’s perspective.
Redesigning business processes to be customer-centric means moving away from seeing your business as selling to seeing it as serving. It means leveraging customer insights to deliver more personalized experiences, including tailored recommendations. It also means streamlining customer touchpoints to increase speed and reduce effort.
The only way to deliver excellent experiences is to enable employees at every stage of the customer’s journey. For example, reducing the number of steps in a transaction could be the start of a journey toward making that whole transaction invisible.
Consider the way Uber redesigned the entire experience of getting a cab. They looked at every area of friction and simply removed it. No standing in the rain hailing a cab, no waiting to exit your ride to pay. At the same time, they made it easy for drivers to find riders. This combination of improved customer and workforce experience revolutionized an industry.