The starting point of any successful Digital Playbook must be outside your four walls. This dimension is dedicated to understanding who your customer is, what they value and how your organisation communicates and competes.
We start externally to ensure your transformation strategy is market-validated and customer-centric from day one. This comprehensive external audit is the foundation that de-risks all subsequent internal technology and people investments.
The Core Focus for The External 360°
The Market and Experience dimension is built around three interdependent pillars that define your market positioning and customer relationships.
|
Pillar |
What We Assess |
Why It Matters |
Customer |
Journey Mapping, Segmentation and Value Gaps: We map every critical touchpoint (online/offline), identify service failures and analyse customer sentiment and retention drivers. We quantify the potential uplift of optimising the experience. | Real Results: Enhanced loyalty, higher satisfaction and measurable revenue growth from optimised experiences that eliminate friction and maximise lifetime value. |
Competitor |
Strategic Benchmarking and Market Differentiation: We analyse direct, indirect and substitute competitors, comparing digital maturity, pricing models, value propositions and user experience. | Strategic Advantage: Identifies key differentiation zones where your business can sustainably outperform rivals and guides where to invest for immediate competitive edge. |
Communications |
Internal/External Alignment and Cohesion: We evaluate the effectiveness and consistency of your internal team dialogue (silos) and your external messaging across all channels (sales, marketing, service). | Cohesive Strategy: Ensures the entire organisation speaks with one voice. This is crucial for driving adoption internally and building trust and clarity externally. |
The Who and How
The Market and Experience assessment is led by our senior Strategy Architects and Customer Experience Specialists. These are the "Real People" who translate marketplace ambiguity into clear strategic action.
- Expert Team: The assessment is typically led by a Principal Strategist and supported by a CX Architect.
- Deep-Dive Methods: We conduct in-depth customer interviews, Voice of Customer (VoC) analysis, competitive digital maturity benchmarking, journey mapping workshops and sentiment analysis to get beyond assumptions and extract genuine insights.
- The Confidence Factor: Our people are experts in translating raw market data into actionable strategic imperatives. We guarantee your transformation is focused on genuine, profitable market demand, ensuring the transformation targets a known return.
Key Deliverables and Strategic Value
This stage is crucial for scoping the priorities of your Digital Playbook, ensuring you invest where the market impact is highest.
|
Deliverable |
Timeline |
Strategic Value (The 'Why' You Need It) |
Customer Journey Blueprint |
Early Phase of Diagnosis | Visual Proof of Value: A diagrammatic representation of where capital needs to be deployed to fix friction points and monetise high-value moments. |
Competitor Insight Report |
During the Core Assessment Phase | Market Mandate: A data-driven action plan showing precisely where to invest technology and resources to establish immediate market differentiation. |
Communications Strategy Summary |
Continuously | Adoption Assurance: Provides concrete guidance on fixing internal knowledge gaps and external messaging inconsistencies, ensuring new tech is understood and adopted effectively. |
Ready to Validate Your Market Strategy?
Don't build internally without understanding the world externally. Speak to our Market and Experience leaders today to see how our insights can de-risk your next project and focus your investment where it delivers the highest customer impact.
