Customer hubs are designed and embedded inside the organisation to accelerate your competence as a digital competitor.
Typically these are built by bringing existing competencies in customer engagement, analytics, change management and collaboration into a single high-performing team. Others such as purchasing or product teams can be added according to the required chemistry and collaboration needed to execute an aligned strategy.
Hubs provide a low-risk way of discovering how to prosper in the emerging digital economy. As centres of innovation, talent incubators and theatres of engagement, they work for both legacy brands and disruptive start ups. Think of the hub as a scaled down version of your organisation’s future self.
The big picture of why customer hubs matter is as follows:
- Hubs are disruptors of organisational structures still with us since the 1st Industrial Revolution
- Hubs are enablers of the coming 4th Industrial Revolution
But every organisation has to start somewhere.
So hubs often start life within a functional area. This is because there is still plenty of commercial and customer experience upside when high performing teamwork, real time decisioning and agile learning become daily disciplines. Also to be pragmatic, this is where budgets and decision making still sits.
The New Blueprint For Contact Centres Within Digitally Focussed Organisations
For instance, a customer service hub might cluster retail, ecommerce and contact centre activities to improve service consistency and velocity of service innovation across those customer touchpoints.
A marketing hub might bring content, digital, brand and social together to keep tighter alignment across constantly evolving go to market plans and engagements.
Once alignment within a function is stabilised, more ambitious, cross functional hub models start to evolve.
In each case, the hub provides a physical space in which teams can co-create, feed off ongoing A/B testing and rapidly scale successes through the change management competency embedded into every hub. They are also theatres of engagement: designed to draw in the rest of the organisation to visit and witness new ways of working.
If you want to know more about hubs and how we can help you develop your own, please use the enquire now button.
“Martin has a fascinating ability to break strategic organisation down in to bite-size chunks; his detailed observations of both customer and business behaviours are presented so logically that huge steps suddenly seem both easy and obvious! I thoroughly enjoyed the workshop and walked away brimming with ideas on how to interpret the model discussed. Thank you, Martin.”