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RAPPORT

Front-line offense

Is your front office helping or hindering customer retention?

Customers can leave because thanks to digital, they’ve never been more informed, connected, and knowledgeable about competing products and services. Clearly, companies need to provide superior experiences if they are to keep their customers. But because most incumbent players aren’t delivering, customers have migrated toward an entirely new sort of provider: agile digital disruptors that can fulfil service promises conveniently, consistently and at speed.

Why do so many incumbent companies miss the mark? Largely because they have front office operating models that can only tackle the churn challenge reactively.

Traditional operating models are organizationally siloed—and that inhibits them in several critical ways. They can’t understand customer needs and preferences, across all channels. They can’t deliver a cohesive, connected and consistent customer experience across all channels. And they can’t view customer-service initiatives as business growth opportunities that require a significantly more proactive approach.

A standardized, simplified and streamlined operating model, empowered by digital technologies, would help make all channels more responsive to customer needs. Indeed, it could turn your front office into a customer-service star.

First, however, you need to recognize the full extent of the churn challenge.

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