Solution
To better keep up with changing customer needs, Yamaha Motor has set a goal of becoming a more customer-centric organization. Until now, the customer experience was mainly realized through a product-oriented approach and Yamaha now wants to look at the entire customer experience. Yamaha Motor offers its products and service mainly through (exclusive) dealers which creates an additional challenge in creating an authentic and consistent Yamaha Motor experience.
In order to grow in customer focus, a clear picture of the current situation is needed. Therefore, we conducted self-assessments and interviews in several countries where Yamaha Motor is active. Combined with the necessary desk research, this resulted in a comprehensive CX Maturity Analysis. This proven approach based on the CXPA Framework provided insight into the challenges and opportunities for targeted growth in CX management. In it, CX governance and CX strategy emerged as the key levers for success.
The insights provide valuable input for formulating an ambition and desired CX maturity. To improve short-cycle while structurally embedding CX in the organization, we established an appropriate growth path with activities in both the short and longer term.
