Challenge

D’Ieteren Automotive wanted to create a more integrated and scalable customer journey across teams, channels and systems. Over time, customer experience had become fragmented. Individual teams were optimizing their own domains, while the overall journey became harder to manage end-to-end. From the customer’s perspective, however, the experience had to feel like one seamless flow. To meet rising customer expectations, D’Ieteren needed to move from disconnected touchpoints to a coordinated customer journey, with clearer ownership, fewer friction points and a stronger view on what truly drives customer value.

• The objective was not to launch another transformation initiative. It was to create an operating model that enables the organization to continuously improve customer experience, adapt to change and scale best practices across the business.

 Stefan Kerckhoven, CCO at D'Ieteren​

APPROACH

Supported by Digipolitans, D’Ieteren Automotive developed a structured approach to connect the customer journey with the organization behind it:
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• Outside-in analysis: D’Ieteren started from the customer perspective. Using the Dalton methodology, the full journey was analyzed to identify where interactions created friction, confusion or delays.
• Inside-out analysis: In parallel, D’Ieteren assessed the internal processes, systems and organizational structures behind the journey to understand where misalignment occurred.
• Defining a clear direction: Based on these insights, D’Ieteren identified priority moments in the journey and translated them into a shared vision of the desired customer experience.
• Translating into action: D’Ieteren converted the target journey into concrete changes across systems, processes and teams. Ownership models, governance structures and ways of working were defined to support consistent delivery.
  
• Scaling across the organization: Validated improvements were scaled across business units, channels and teams, turning the customer journey into a shared reference point for continuous improvement.

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RESULTS

One connected customer journey
D’Ieteren transformed disconnected touchpoints into a more integrated journey, enabling a more consistent and seamless experience across interactions.

Stronger alignment across teams
Teams gained a shared understanding of the customer journey and the moments that matter most, creating stronger alignment across functions.

Actionable customer insights
By combining outside-in and inside-out perspectives, D’Ieteren made customer experience more measurable and actionable. Friction points were clearly identified and translated into concrete improvements.

Improved ownership and collaboration
Ownership became clearer, handovers were reduced and collaboration between teams improved, helping D’Ieteren move from fragmented execution to more coordinated delivery.
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Measurable impact
A strong shift from fragmented execution to coordinated delivery resulted in:

1. Clearer ownership across the customer journey
2. Reduced friction across touchpoints
3. Faster and more consistent execution across teams

​By combining an outside-in and inside-out perspective, we helped connect the customer journey with the organization behind it. What was previously fragmented became a shared system that teams can continuously improve and scale.

Meet our EXPERT.

Arno Maes
CX Manager

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