[PRACTICE NOTE] Doing Digital Experiences Differently at Porsche AG

Synopsis. Orchestrating front-of-house customer-facing assets with back-of-house operations is critical for delivering seamless, exceptional experiences in a complex omnichannel world. In “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”, we call this  CXE Operational (OPS) Bold Move #3: Orchestrate the Front- and Back-of-House.

Orchestrating the front- and back-of-house is a concept rooted in hospitality, where seamless coordination between guest-facing and behind-the-scenes operations is essential for basic business model execution and delivering memorable experiences. In hotels or restaurants, the front-of-house staff interacts directly with customers, while back-of-house teams work tirelessly behind the scenes to ensure that everything flows smoothly. This approach, however, has broad applications across industries. In retail, for example, successful orchestration means aligning sales staff and inventory teams to guarantee products are readily available when customers need them. In healthcare, coordination between medical staff and support teams ensures patient care is efficient, yet empathetic and personalized.

As a CXE,  Porsche does digital differently

Through this type of Bold Move, well beyond core products and brand propositions, embedding the ethos of customer centricity and customer experience into every aspect of the business opens a world of possibilities for customers and companies alike. As a specific case in point, car culture used to be about passion and connection, punctuated by moments of anticipation and ‘wow’. At Porsche, that spirit is alive and well because, as a CXE, the iconic sports car company shows how creating customers for life is not an abstract concept. Specifically, Porsche demonstrates how taking a structural and systemic approach to embedding desired customer outcomes into all stages of the customer experience is an intentional element of the company’s brand promise and success formula.

The “My Porsche” customer portal provides an exclusive, personalized digital platform where Porsche owners can access a wide range of services and information. It offers functional features such as vehicle management, service scheduling, and the ability to monitor maintenance records. Commercially, owners can also explore tailored offers, stay updated on the latest Porsche news, and engage with community events. As CXEs are prone to do, with the “Behind the Scenes” function in the portal, Porsche has taken OPS Bold Move #3 to heart in novel ways on behalf of their customers.

This program provides a unique, immersive experience for customers waiting for their bespoke vehicles. Through this capability, customers can virtually follow their car's journey through the production process, receiving updates and visuals directly from the factory floor. With an element of anticipation infused into the bespoke production process and ordinarily mundane functional interactions, Porsche customers can get photographs of their ordered car as it moves step-by-step to completion. From initial assembly to quality checks, Porsche allows customers to witness and engage in the craftsmanship and care that goes into building their vehicle, bridging the emotional gap in what is often a lengthy wait.

Representing a true expression of the passion and deep emotional connections that define the brand, this type of experience-led strategy doesn’t happen by accident…it happens only with intention and design. This transparency keeps customers engaged and excited, enhancing brand loyalty as they feel more involved and connected to the Porsche experience every step of the way. Through the intentional act of orchestrating front-of-house, customer-facing assets with back-of-house production capabilities, Porsche has created a differentiated proposition that builds deep emotional connections and elicits positive cognitive responses for the brand that turn regular transactional customers into passionate advocates and ‘customers for life.’

Questions to Consider:

• How can your company embed differentiating moments of ‘wow’ into customer journeys?
• How can you engage customers through the entire customer lifecycle?
• What back-of-house capabilities can you expose to build deeper connections with customers?

To learn more about “OPS Bold Move #3: Orchestrate the Front- and Back-of-House”, and other leadership, organizational, operational, and commercial bold moves, you can get started by downloading a 29-page preview, connect with us as partners on the journey, and order  “The Customer Excellence Enterprise: A Playbook for Creating Customers for Life”   at all major booksellers.