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PH1 core capbility
YEARS EXPERIENCE
6 to 8 years
TYPICAL CLIENT
CMO, CIO, VP Digital Transformation, VP Customer Experience
NECESSARY TIMELINE
7 to 12 months
BUDGET NECESSARY
Quoted individually
Our POV
Most CX programs generate excellent insights and produce almost no change. The problem is not the research. It is that insights delivered to an organization are not the same as a strategy owned by one. The decks get presented. Leadership nods. And six months later the frontline experience is exactly where it was — because the teams responsible for delivery never had a shared direction they were accountable to.
AI has raised the stakes on this. An AI mandate without a CX strategy behind it produces AI deployed at the wrong moments, in the wrong channels, solving the wrong problems. The institutions navigating this well are the ones that built organizational alignment around customer evidence before they built the AI roadmap — not after.
What We Do
PH1 builds CX master plans collaboratively, not consultatively. We work across your operating teams, digital teams, and a representative audience of your customers to build a strategy that has organizational ownership from the start. Every team that will be asked to execute the plan has contributed to it. Every investment priority is traceable to customer evidence. Every AI decision in the plan is grounded in where customers will trust AI and where they will not.
The master plan defines a north star, sequences the priority investments, and establishes the measurement framework that tells your organization — quarter by quarter — whether the customer experience is actually improving.
What We'll Deliver
CX master plan with phased priority investments and department-level ownership assignments
North star vision document for leadership and board alignment
AI opportunity roadmap tied to customer journey evidence
Cross-departmental alignment workshops with documented decisions
Measurement framework tied to business outcomes — not survey scores
Executive presentation package ready for board and leadership reporting
When This is Essential
When the organization has an AI mandate but no clear strategy for where AI belongs in the customer experience
When CX initiatives consistently stall because no single team has authority over the direction
When leadership needs a plan that connects CX investment to measurable business outcomes
When multiple departments are running competing CX or digital initiatives without shared priorities
When an institution is entering a period of significant change — leadership transition, merger, regulatory shift — and needs a shared customer direction that survives the disruption
Frequently Asked Questions
How is a CX master plan different from a digital strategy? A digital strategy typically starts from what technology makes possible. A CX master plan starts from what customers actually need — then determines which technology investments serve that. The sequence matters. Most failed digital transformations were built on technology decisions made before the customer evidence existed.
How do you get cross-departmental buy-in from teams that have historically operated independently? We build it into the process. The workshops we facilitate bring operating teams, digital teams, and customer-facing staff into the same room with the same evidence. It is much harder to resist a direction when the evidence came from your customers and you helped interpret it.
What if our leadership team does not agree on priorities? That is exactly why this engagement exists. The master plan creates a structured process for resolving priority disagreements through customer evidence rather than internal politics. Leadership disagreements that have persisted for years often resolve quickly when the decision is grounded in what customers actually need.
How do you handle governance structures that slow everything down? We design the plan to work within governance, not around it. Each priority investment is structured with the evidence package leadership needs to approve it — so decisions move faster than they would for an initiative that has to generate its own justification from scratch.
What does success look like twelve months after the engagement? A successful CX master plan produces three things twelve months out: measurable improvement at the priority interactions identified in the plan, a shared language across departments for making CX decisions, and a pipeline of subsequent investments that are easier to approve because the first phase proved its value.
Combine With These Services
Customer Journey Mapping to Prioritize Customer Needs — Build the evidence base the master plan is grounded in
AI Strategy to Elevate Customer Experience — Extend the master plan into a detailed AI-CX roadmap
Digital Transformation Acceleration — Accelerate the workstreams the master plan prioritizes
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