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Elevating the Role of CIO within Consumer Package Goods

Why the CPG CIO is uniquely positioned to optimize the integrated customer experience

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CPG CIOs Must Drive Differentiation through Customer Experience

A seismic shift in the consumer market is forcing Consumer Package Goods (CPG) to address a perfect storm of forces that have converged to disrupt the way they interact with customers. As business models converge, CPG companies find themselves in the middle of the customer’s journey — with partners and suppliers on one end of the spectrum and customers on the other — and thus, they are uniquely positioned and indeed, required, to serve as the ambassadors of the overall customer experience if they are to remain relevant in their market. Studies suggest that providing a frictionless integrated customer experience is a key differentiator that improves business outcomes such as revenue growth and gross margin.(1) By identifying and resolving friction throughout the ecosystem, CPG CIOs improve business outcomes while delivering greater time-to-value to their customers.

GOOD FOR BUSINESS

CPG brands with the lowest Customer Friction Factor℠ (CFF℠) scores were better able to improve asset turnover by

11%22%31%
CORRECT!

31%

CPG companies with less customer friction had a 31% improvement in asset turnover

CLOSE, BUT NOT QUITE!

31%

CPG companies with less customer friction had a 31% improvement in asset turnover

Quantifying Friction and Turning Insights into Action

Finding friction can be daunting. In the recent report, "Disrupt Your Business From The Outside In" Forrester analysts claim, "As a digital business leader, you know that even bolting excellent digital faces on the periphery of your business isn’t enough to satisfy the ever-increasing expectations of your customers."(2)  But all too often, businesses focus on front-end enhancements instead of examining the true source of customer friction: inadequate business processes, aging systems, inaccurate data or other back-end challenges.  This is where NTT DATA excels. We reach beyond addressing the digital façade and probe beneath the surface. 

NTT DATA’s Customer Friction FactorSM (CFF) Service, enables CPG companies to become more competitive by quickly pinpointing customer friction wherever it hides within the customer journey and recommending a course of action. The true NTT DATA advantage is our ability to then leverage our broad portfolio of services, frameworks and practice expertise to implement and measure a transformative solution for continuous improvement.

4 steps to a better customer experience

As customer experience continues to be a key differentiator that improves business outcomes for CPG, you need to act quickly to remain relevant. NTT DATA can accelerate your time to value by offering an approach like no other. We help you cut to the root of the problem and fix it by applying our industry expertise in areas such as digital, application, infrastructure and business process outsourcing, resulting in less customer friction and up to a 4X increase in top line growth.

Customer Friction Factor Service

NTT DATA Portfolio of Services

ANALYZE
EXPERIENCE

RECOMMEND
IMPROVEMENTS

IMPLEMENT
SOLUTIONS

MEASURE
SUCCESS

ANALYZE EXPERIENCE

Evaluate customer experience across five friction categories and analyze it against industry benchmarks.

Customer Friction Factor Service

NTT DATA Portfolio of Services

ANALYZE
EXPERIENCE

RECOMMEND
IMPROVEMENTS

IMPLEMENT
SOLUTIONS

MEASURE
SUCCESS

RECOMMEND IMPROVEMENTS

Diagnose the root causes of your customer friction and develop a solution roadmap.

Customer Friction Factor Service

NTT DATA Portfolio of Services

ANALYZE
EXPERIENCE

RECOMMEND
IMPROVEMENTS

IMPLEMENT
SOLUTIONS

MEASURE
SUCCESS

IMPLEMENT SOLUTIONS

Apply NTT DATA's digital, cloud, application, infrastructure, and business product expertise.

Customer Friction Factor Service

NTT DATA Portfolio of Services

ANALYZE
EXPERIENCE

RECOMMEND
IMPROVEMENTS

IMPLEMENT
SOLUTIONS

MEASURE
SUCCESS

MEASURE SUCCESS

NTT DATA helps you maintain an exceptional customer experience as your business and technology change.

Meet our CFFSM Expert, Matt Leach

 Expert, Matt Leach

Vice President, Digital and Application Services

NTT DATA Services

Meet our CFFSM Expert, Matt Leach

Senior Director, Applications | NTT DATA Services

VIEW ALL MATT'S BLOG POSTSCONTACT AN EXPERT

ACCESS THE FORRESTER REPORT AND EXCLUSIVE NTT DATA WEBINAR

COMPLIMENTARY FORRESTER REPORT

Disrupt Your Business From The Outside In

Take a blue-sky approach to digital innovation by asking how technology can deliver what customers value most.

NTT DATA CPG INDUSTRY EXCLUSIVE WEBINAR “Five Customer Friction Challenges Every CPG Firm and Retailer Face”

Improve Experience: Improve Business Results

Find out how customer friction is impacting top CPG companies to improve their business outcomes and deliver greater time-to-value for their customers.  

Additional Resources

WATCH THE VIDEO

A 2-Minute Guide to Customer Friction Factor

How NTT DATA helps clients move from concept to customer success
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"We’ve been able to improve our day-to-day business processes and economic models — and build disruptive solutions that help us differentiate ourselves".

Javier Polit, chief information officer of the Bottling Investments Group of The Coca-Cola Company

READ THE CASE STUDY TO LEARN MORE >

Download complimentary Forrester research and view exclusive NTT DATA webinar with report on customer friction