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Transforming the End-to-End Customer Journey

Heightened customer expectations and the speed of innovation have created a need to adapt faster than ever before. In response, BCG reimagines the entire experience by addressing customers' major pain points, deploying digital technologies, and streamlining processes through techniques such as lean, automation, robotics.

BCG’s unique approach to the end-to-end digital journey already delivers significant value in many industries. For example, a leading bank that partnered with BCG on adopting this approach has consequently transformed its performance from the third quartile to the top quartile—boosting profits by 60%, doubling enterprise value, achieving major process and customer experience improvements, and earning national awards.

Transforming End-to-End Customer Journeys Creates Value in Three Ways

Understanding the Context, Challenges, and Value

Transforming a company’s customer journey requires transforming the company itself. To accomplish both, BCG helps organizations:

  • Understand the customer perspective. Customer journeys should be defined from the customer's point of view. To address the customer's needs, rather than the organization’s needs, an organization must grasp the customer's perspective.
  • Put the customer at the center of the business transformation. Business operations should have a customer focus. Organizations need to shift from a process, technology, or channel focus to a customer focus.
  • Collaborate across the organization. Traditional silos limit information sharing and collaboration. Organizations must enable employees to work across organization structures and functions.
  • Embrace holistic change from end to end. Mapping customer paths and experiences is only the tip of the iceberg. Companies need to fundamentally and comprehensively transform their businesses.
  • Enable impact. Producing impactful results is crucial. Organizations must focus delivery teams on outcomes—rather than milestones.

This approach improves customer satisfaction and retention, enhances efficiency, and increases revenue, while enabling the organization to adopt agile ways of working.

An Overall Approach

BCG takes a customer-centric approach to transforming the end-to-end digital journey that is based on ethnographic research gathered in the field. This deep understanding of customers helps deliver improvements in cost, revenue, customer satisfaction, and operational metrics.

BCG Helps Clients Transform Customer Journeys in 5 Iterative Phases

When orchestrating the transformation of an end-to-end digital journey BCG uses an industrial, modular, and iterative approach that consists of five phases:

  1. Baseline and plan. In the initial phase, BCG helps define business objectives, set the scope of the transformation, formulate hypotheses, conduct ethnographic research, and leverage data analytics to map pain points and identify key opportunity areas.
  2. Ideate and envision. This phase entails iterative prototyping with customers, value-impact forecasting, and prioritizing criteria based on their contribution to business value.
  3. Build and refine a minimum viable product (MVP). In this phase, BCG helps conduct rapid iterative mockup testing, prioritize user stories, and develop an MVP version of the end-to-end digital customer journey through sprints and pilot deployment.
  4. Industrialize. BCG in this phase defines the target solution architecture, the target operating model, the training plan, the rollout plan, and the roadmap for future releases.
  5. Enable and build sustainable digital capabilities. This ongoing phase requires conducting IT assessment and gap analysis, fulfilling infrastructure needs, and building and rolling out the full platform.

During each of the 5 phases, BCG conducts immersive sessions with key stakeholders. These collaborative workshops focus on specific steps of transforming the end-to-end digital journey.

BCG’s proven approach delivers innovative and compelling customer experiences, combined with lean, efficient, and effective processes to meet customers’ needs.

BCG’s teams bring best-practice exemplars and innovative technologies to set high aspirations to improve processes, drive productivity gains, and enhance customer experiences. BCG is the global leader in building an enterprisewide agile capability.

Unique World-Class Digital Capabilities

BCG brings truly unique, integrated capabilities to help meet the challenges of transforming end-to-end digital journeys and realizing bottom-line results.

These derive not only from BCG’s core consulting practice but also from complementary BCG services and a network of partner organizations with whom we collaborate to provide:

  • Integrated capabilities to deliver tangible benefits and lasting impact
  • Insights and advanced analytics to enhance the customer experience and deepen the focus on transformation
  • Enablement centers and tools to build persistent capabilities
  • Partnerships with accelerators and leading institutions

BCG's ecosystem offers the full spectrum of diverse competencies required to successfully transform end-to-end digital journeys.

BCG partnered with an Australian bank to create a completely digital experience for banking customers with their customer journey program.

Learn More About the End-to-End Digital Journey

Meet BCG’s Experts in End-to-End Digital Journeys
  • Banking
  • Insurance
  • Digital innovations
  • Digitization
  • Leads BCG's Technology Advantage practice
  • Big data & analytics in health care
  • Digital marketing and commercial model innovation
  • Research & development (regulatory, clinical, innovation)
  • Growth strategy
  • Marketing effectiveness and efficiency
  • Return on marketing investment
  • Brand strategy and architecture
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