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Flevy Management Insights Case Study
Industrial Equipment Customer Journey Revamp in Competitive Landscape


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Customer Journey to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

Reading time: 9 minutes

Consider this scenario: The organization in question operates within the industrials sector, manufacturing specialized equipment for large-scale construction projects.

Despite a strong market presence, the company has been facing increasing customer churn and a noticeable decline in customer satisfaction scores. Internal assessments suggest that the customer journey, from initial engagement to post-sales support, is fraught with inconsistencies and lacks personalization, leading to a suboptimal customer experience. The organization is seeking to redefine its customer journey in order to retain market share and improve customer loyalty.



In assessing the industrial equipment manufacturer's struggle with customer retention, our initial hypotheses focus on several potential root causes. Firstly, there may be a misalignment between customer expectations and the organization's service delivery model. Secondly, the customer feedback loop might be insufficient to capture and act on client dissatisfaction promptly. Lastly, the organization's internal processes could be siloed, preventing a seamless customer journey.

Strategic Analysis and Execution Methodology

The resolution of these issues can be systematically approached through a 5-phase Customer Journey Mapping and Enhancement Methodology. This proven process enables organizations to dissect and reconstruct the customer experience, ensuring alignment with customer needs and business objectives.

  1. Customer Insights and Empathy Mapping: Key questions revolve around understanding the customer's needs, pain points, and moments of truth. Activities include stakeholder interviews, surveys, and empathy workshops. Analysis of customer demographics, preferences, and feedback informs the development of persona-based journey maps. Insights typically uncover gaps in the current experience, while common challenges include overcoming internal biases and assumptions.
  2. Current State Assessment: This phase delves into the existing customer journey, identifying touchpoints, and evaluating their effectiveness. Key activities involve process mapping and service blueprinting. The analysis aims to highlight inefficiencies and areas of customer frustration. Deliverables often include a detailed map of the current journey and identification of critical pain points.
  3. Future State Visioning: Here, we outline the ideal customer journey, informed by the insights gathered earlier. Activities include ideation sessions and design thinking workshops. The challenge often lies in prioritizing initiatives and aligning them with business strategy. The deliverable is a visionary future state journey map.
  4. Gap Analysis and Roadmap Development: The team compares the current and future state maps to identify gaps. Key activities include prioritization matrices and impact assessments. This phase's challenge is ensuring cross-functional alignment and buy-in. The outcome is a strategic implementation roadmap with defined initiatives and timelines.
  5. Execution and Monitoring: The final phase focuses on implementing the roadmap. Key activities include change management, training, and continuous monitoring of progress against KPIs. Potential insights include the realization of quick wins and the impact of incremental improvements. Common challenges are maintaining momentum and adapting to unforeseen obstacles. Interim deliverables comprise progress reports and revised plans.

Learn more about Design Thinking Change Management Customer Experience

For effective implementation, take a look at these Customer Journey best practices:

Customer Journey Mapping - Guide & Templates (67-slide PowerPoint deck and supporting PowerPoint deck)
Six Building Blocks of Digital Transformation (35-slide PowerPoint deck)
Six Building Blocks of a Customer-Centric Organization (32-slide PowerPoint deck)
Customer Journey Mapping (143-slide PowerPoint deck)
Customer Journey Management Tools - Implementation Toolkit (Excel workbook and supporting ZIP)
View additional Customer Journey best practices

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Customer Journey Implementation Challenges & Considerations

Executives often question the scalability of changes proposed in the customer journey redesign. It is critical to ensure that the roadmap includes scalable solutions that can adapt to varying volumes of customer interactions. Another consideration is the integration of technology to automate and enhance touchpoints; this requires careful selection to ensure it complements the human element of customer service. Lastly, there is the matter of measuring success; executives will need to agree upon clear metrics that reflect the improvements in the customer journey.

Post-implementation, organizations can expect to see increased customer satisfaction, reduced churn rates, and higher Net Promoter Scores (NPS). Improved operational efficiency and employee engagement are also typical outcomes, as a well-defined customer journey clarifies roles and responsibilities. Furthermore, a refined customer experience can lead to increased upsell and cross-sell opportunities, contributing to top-line growth.

Potential implementation challenges include resistance to change from staff, misalignment between departments, and the complexity of integrating new systems with legacy infrastructure. Each of these issues requires careful change management and stakeholder engagement to overcome.

Learn more about Customer Service Employee Engagement Customer Satisfaction

Customer Journey KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


What you measure is what you get. Senior executives understand that their organization's measurement system strongly affects the behavior of managers and employees.
     – Robert S. Kaplan and David P. Norton (creators of the Balanced Scorecard)

  • Customer Satisfaction Score (CSS): Indicates overall customer happiness with the experience.
  • Customer Effort Score (CES): Measures the ease with which customers can get their issues resolved.
  • Net Promoter Score (NPS): Reflects the likelihood of customers to recommend the company to others.
  • Churn Rate: Helps track the rate at which customers stop doing business with the organization.
  • Conversion Rate: Monitors the percentage of prospects that turn into customers.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Implementation Insights

During the implementation of the Customer Journey Mapping and Enhancement Methodology at a leading industrial equipment manufacturer, it was discovered that by streamlining the quote-to-order process, the company could reduce customer effort score by an average of 25%. This insight was pivotal in prioritizing which aspects of the journey needed immediate attention, directly impacting customer retention.

Another implementation insight revealed the importance of aligning cross-functional teams around the customer journey. By establishing a unified vision and shared KPIs, the organization improved its NPS by over 10 points within a year. This alignment also fostered a culture of continuous improvement, which became a source of competitive advantage.

It is also critical to leverage customer data analytics to personalize the journey. A case in point is a construction equipment firm that utilized predictive analytics to anticipate customer needs, resulting in a 15% increase in customer lifetime value.

Learn more about Competitive Advantage Continuous Improvement Customer Journey

Customer Journey Deliverables

  • Customer Journey Map (PPT)
  • Service Blueprint (PDF)
  • Implementation Roadmap (Excel)
  • Change Management Plan (MS Word)
  • Performance Dashboard (Excel)

Explore more Customer Journey deliverables

Customer Journey Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Customer Journey. These resources below were developed by management consulting firms and Customer Journey subject matter experts.

Customer Journey Case Studies

A prominent player in the oil & gas industry successfully overhauled its customer journey, resulting in a 30% reduction in service delivery times and a significant uplift in customer loyalty. The project's cornerstone was a meticulously crafted service blueprint which ensured that every employee understood their role in delivering a superior customer experience.

In the logistics sector, a global firm realigned its customer touchpoints using digital transformation strategies, which increased their market share by 5% within two fiscal quarters. The integration of an AI-powered CRM system played a pivotal role in understanding and predicting customer behavior.

A construction company specializing in heavy machinery applied the Customer Journey Mapping and Enhancement Methodology to redefine its aftermarket service experience. Subsequently, the organization saw an improvement in repeat business by 20% and a noticeable enhancement in brand reputation.

Explore additional related case studies

Aligning Cross-Functional Teams

Ensuring that cross-functional teams are aligned with the customer journey vision is paramount. According to McKinsey, companies with strong cross-functional collaboration are 1.5 times more likely to report revenue growth of at least 10% over three years. To achieve this, it's crucial to establish a governance structure that includes representatives from all relevant departments. This structure should be responsible for overseeing the implementation of the customer journey roadmap and resolving interdepartmental conflicts.

Moreover, regular cross-functional meetings and workshops are necessary to maintain open communication channels. These sessions should focus on sharing customer feedback, discussing performance metrics, and collectively brainstorming solutions to emerging challenges. In essence, a collaborative culture is not just beneficial for the customer journey; it is also a catalyst for broader organizational innovation and agility.

Learn more about Revenue Growth

Integrating Customer Journey Enhancements with Legacy Systems

The integration of new customer journey enhancements with existing legacy systems can be a complex undertaking. According to a report by Accenture, 87% of executives agree that traditional experiences no longer satisfy customers. However, the transition to new systems must be managed to minimize disruption. A phased approach, where new systems are introduced gradually, allows employees to adapt and provides opportunities to address issues as they arise.

In addition, it's often advantageous to deploy middleware that acts as a bridge between new applications and legacy systems. This strategy enables the organization to leverage the advantages of modern technology while maintaining the stability of proven systems. Investment in training and change management is also essential to ensure that staff are equipped to work effectively with the new integrated system.

Learn more about Disruption

Quantifying the ROI of Customer Journey Enhancements

Measuring the return on investment (ROI) for customer journey enhancements is critical for justifying the initiative. According to Forrester, improving customer experience can increase revenue by 5% to 10% and reduce costs by 15% to 25% within three years. To quantify ROI, organizations should establish baseline metrics prior to implementation and track improvements over time. Metrics such as customer lifetime value, customer acquisition cost, and customer retention rates are indicative of the financial impact of customer journey improvements.

Additionally, qualitative feedback from customers can provide insights beyond numbers. Customer testimonials, case studies, and loyalty metrics offer a more comprehensive view of the customer journey's impact. This analysis should be presented to stakeholders to demonstrate the strategic value of the enhancements and to secure ongoing support for customer-centric initiatives.

Learn more about Customer Retention Return on Investment

Maintaining Momentum in Customer Journey Initiatives

Maintaining momentum in customer journey initiatives is a common concern for executives. A study by BCG found that 70% of digital transformation initiatives fail to reach their goals, often due to fading enthusiasm and support. To avoid this, it's crucial to secure executive sponsorship and to set clear, attainable milestones that provide a cadence of success. Celebrating small wins and communicating progress to the broader organization helps to build and sustain momentum.

Furthermore, embedding customer journey objectives into performance management systems ensures that maintaining and improving the customer experience remains a priority. Regularly revisiting and updating the customer journey roadmap in response to feedback and changing market conditions also keeps the initiative relevant and top of mind for everyone involved.

Learn more about Performance Management

Additional Resources Relevant to Customer Journey

Here are additional best practices relevant to Customer Journey from the Flevy Marketplace.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Streamlined the quote-to-order process, reducing customer effort score by an average of 25%.
  • Improved Net Promoter Score (NPS) by over 10 points within a year through cross-functional team alignment.
  • Increased customer lifetime value by 15% by leveraging predictive analytics for personalized customer experiences.
  • Reduced churn rates significantly, contributing to a more stable customer base.
  • Enhanced operational efficiency and employee engagement, leading to improved service delivery.
  • Generated increased upsell and cross-sell opportunities, positively impacting top-line growth.

The initiative to redefine the customer journey has been markedly successful, evidenced by quantifiable improvements in customer effort scores, NPS, customer lifetime value, churn rates, operational efficiency, and revenue growth. The strategic alignment of cross-functional teams around a unified customer journey vision and the use of predictive analytics for personalization were particularly effective strategies. However, the success could have been further enhanced by addressing potential resistance to change more proactively and ensuring smoother integration with legacy systems. Alternative strategies, such as more aggressive change management and phased technology integration, might have mitigated some implementation challenges.

For next steps, it is recommended to continue refining the customer journey based on ongoing feedback and market changes. Further investment in technology that supports real-time analytics and automation could offer additional personalization and efficiency gains. Additionally, expanding the scope of cross-functional collaboration to include customer-facing and back-office teams could uncover new opportunities for enhancing the customer experience. Regular training and development programs for employees on customer-centric practices and technologies will also be crucial in sustaining momentum and ensuring the initiative's long-term success.

Source: Industrial Equipment Customer Journey Revamp in Competitive Landscape, Flevy Management Insights, 2024

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