Your organization needs to win the race for relevance. You need to be able to sense, anticipate, and respond to changes in your customers’ needs. This will enable you to stop treating every customer interaction with you as if it were their first.
You’ll start by organizing yourself around their profile, identifying more specific contextual opportunities to expand what you can cross-sell and upsell. This will then prepare you to expand beyond commodity transactions by understanding the broader “job to be done.” You’ll be able to identify adjacencies you don’t currently serve and expand into those broader areas or more closely partner with an ecosystem, for example life interests, education, health, financial wellbeing.