Chapter 5 Pathway 3
Alternate the Focus, like Stair Steps
This chapter is all about taking a disciplined alternating focus between customer experience and operational efficiency on pathway 3. This pathway is the most popular because it makes perfect sense to many firms to deliver smaller but tangible improvements in customer experience and then operational efficiency and back again, balancing the improvements on each dimension along the way. However, firms that choose pathway 3—which looks like stair steps—have a surprisingly higher risk with a slightly lower-than-average financial performance. The challenge is to synchronize all the different activities. To successfully follow pathway 3, the firm must be disciplined in scoping shorter digital ...
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