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Customer experiencePartner networkTransformation

Making customer experience a cross-functional reality

The customer saw one brand. Behind it were several teams, systems, and 21 independent retail partners.

I took on the connected commercial, operating, and stakeholder constraints behind it.

#1 global

More consistent experiences and a number-one global ranking for brand representation

ContextPorsche Canada / National organization with an independent retail network
Where I stepped inCustomer research, journey design, partner engagement, KPI alignment, and rollout
Key resultMore consistent experiences and a number-one global ranking for brand representation

The situation

Customers moved between online research, retail interactions, vehicle purchase, service, digital tools, and ongoing ownership.

Different departments and retailers managed each stage through different systems and priorities. As the digital presence and EV lineup expanded, the number of handoffs grew.

What was stuck

  • Digital and in-person touchpoints did not always connect
  • Sales, marketing, after-sales, and retailers had different priorities
  • Systems created limited end-to-end visibility
  • A national standard still needed local flexibility
  • Adoption could not be achieved by announcement

What I diagnosed

Customer experience was being treated as a collection of touchpoints. It was actually a cross-functional operating system.

Improving one department would not create a seamless journey if the handoffs, measures, and partner relationships stayed the same.

What I did

  • Interviewed customers, prospects, and frontline employees
  • Mapped the full digital and physical journey
  • Connected high-value moments to measurable behaviour
  • Involved retail partners early
  • Created standards with room for local flexibility
  • Aligned KPIs and built training and feedback loops

What changed

  • Teams used a shared customer north star to prioritize work
  • System adoption improved visibility into the journey
  • Experiences became more consistent across regions
  • Canada achieved a number-one global ranking for brand representation

Why it worked

Customer experience is not owned by one team. It is created by the system connecting every team the customer touches.

Once people, processes, tools, and measures were aligned, the experience started reflecting the brand rather than the org chart.

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