CASE STUDY · #CUSTOMER MANAGEMENT #RESPONSIBILITY
From a siloed view to a shared approach to the customer journey
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CLIENT
Consorzio Agrario di Parma
SECTOR
Agricultural products and services
PARTICIPANTS
Cross-functional team of sales, technical, administration and marketing staff
Objective
Move beyond a fragmented, function-by-function view and make interdependencies across the customer journey visible. Understand where information, responsibility and value were being lost, and build more effective ways for different parts of the organisation to collaborate.
Key activities
01
Mapping the customer’s actual journey across different services, functions and departments
02
Analysing breakdowns, friction, ambiguity and information lost at different hand-offs
03
Exploring interdependencies and how each function affects the overall customer experience
04
Turning the issues identified into priorities, practical solutions and shared actions
05
Experiential training sessions on collaborative problem-solving and feedback, to practise the capabilities needed to sustain change in everyday work
Outcomes
A shared customer journey representing how the customer’s experience actually unfolds across functions
Breakdowns and interdependencies made visible, including ambiguity, information loss and reliance on individual people
Hand-offs and responsibilities clarified where the flow was most fragile
Shared practical solutions to improve collaboration and continuity across the customer journey
An action plan with priorities and practical steps to address the issues identified
New capabilities
Seeing the customer journey as a whole, beyond the boundaries of one’s own function
Recognising interdependencies and understanding how one’s own work affects others and the customer’s final experience
Addressing problems collaboratively by bringing information, perspectives and skills together
Giving and receiving feedback to improve collaboration between people and functions
Recognising and questioning habitual responses and silo dynamics that weaken the system
No one can see the system alone. No hand-off works in isolation.
From the workshop
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