A journey-centric operating model is when you design your digital organization to match the journey of your customer. It's rare that you would see this model for CPs unless they are maturing to have more of that direct relationship, either through physical retail or e-commerce via direct to consumer. It can also be very leading digitally a differentiator. So taking this on is both a big risk and reward opportunity within CP. You're either creating a separate business unit that has to work with business units, or you are empowering different business units to do digital. In this case, you are truly scrambling the egg, I guess. In this case, you are forcing every business unit to work in a completely new way. This model can allow CPs to reorient their business around that direct customer contact. It can actually be a catalyst for the way that they change their entire customer orientation.
We recently implemented the journey-centric operating model for a large Fortune 50. Two of the greatest benefits that they saw were first, this did actually help them realize this orientation around customer, and they became more customer-obsessed and customer-focused in every step. The second benefit that they realized is that they had to work cross-enterprise in order to make sure the customer had the best experience at every stage of the journey. And so they started working across different business divisions in a way they hadn't before. This also had a secondary effect, is that it created leaders in the organization that were able to understand all the different parts of the business, and not just the specific business unit that they were in.