New U.S. Operating Model & Roadmap with Integrated CX

The organization needed a unified way to design, deliver, and measure customer experience (CX) across brands and franchises. Work was fragmented by channel and team, with limited journey-based orchestration, inconsistent tagging/taxonomy, and no single cadence for planning, execution, and optimization. We were engaged to formalize a CX operating model, establish a common process, and build a cross-franchise roadmap that linked strategy to activation.

We conducted a capabilities audit in order to define a new operating model and drive stakeholder alignment. The work enabled the establishment of new CX practices and the development of an integrated CX roadmap, effectively managed through a governance framework for greater organizational scale.

• Operating discipline: A shared operating model and digital program development process, integrating CX practices.
• New Ways of Working: Established new ways of working with brand marketing, Digital Strategy and Digital Operations.
• Line-of-sight to value: A sequenced roadmap that ties capability investments to measurable CX and business outcomes.