The Guardian UK saw the writing on the wall, recognising the urgency to respond to changing customer expectations. They recognised the need to become a more agile organisation with the customer at it’s heart. In the process of transitioning, however,The Guardian had it’s fair share of unsuccessful transformations as they were overcomplicated. Now they’ve simplified the customer journey into a 4 step journey which has enabled them to change the way the business operates and in the process built a closer relationship with the readers, the majority of which are now consuming digitally!
How mapping the customer journey has led to The Guardian figuring out a business model which allows them to better keep pace with change
Lessons learned from overcomplicated journeys e.g. how net results declined when too many options were put in front of the customer
How do you manage many opinions around ‘lean’ and ‘agile’ to get to a frictionless, agile business
The challenge of successfully adapting many formats for digital (e.g. appeals, advertising..)
How The Guardian will leverage their revitalised relationship with readers to work with them for future success
Chief Digital Officer
Guardian News and Media (UK)