Ethnography as a Catalyst for Organizational Change: Creating a Multichannel Customer Experience

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ROBIN BEERS, TOMMY STINSON and JAN YEAGER

This paper describes how ethnography became a catalyst for organizational change in a leading financial institution by providing a collaborative context for functional groups to come together in co-creating a multichannel customer banking experience. While consumers increasingly expect a good cross-channel experience as a de facto element of their engagement, few companies successfully deliver this experience in a compelling way. Because functional groups are siloed, focusing on their own business goals and managing their own discrete parts of the customer experience, there is limited understanding of the experience as a whole and limited interest in bridging units to improve customer experience. Building a 360° view of the customer is an “excuse” for people to step outside their silos. The ethnographic process can become a collective learning platform where people gain a common understanding of the customer and how they’re accountable for delivering the customer experience. However the process endeavor may trigger organizational change issues which must be thoughtfully and actively managed in tandem with the ethnographic endeavor.

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  3 comments for “Ethnography as a Catalyst for Organizational Change: Creating a Multichannel Customer Experience

  1. September 23, 2015 at 2:33 am

    […] R., 2011, “Ethnography as a catalyst for organizational change: creating a multichannel customer experience,” EPIC […]

  2. May 12, 2017 at 8:47 pm

    […] Ethnography as a Catalyst for Organizational Change: Creating a Multichannel Customer Experience, Robin Beers et al […]

  3. June 16, 2017 at 12:37 pm

    […] Ethnography as a Catalyst for Organizational Change: Creating a Multichannel Customer Experience, Robin Beers et al. […]

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