Delivering the E3 CX
Today’s organisations are not built to deliver on the promise of an E3 Customer Experience
And that’s holding sales back.
Even capable sellers — with strong products — struggle to break through. And even when they do, the system often drops the ball post-sale.
A>COM — the Avvate Customer Operating Model — is the operating system that enables your organisation to consistently deliver the E3 Customer Experience — end-to-end, embedded in how you operate.
A>COM isn’t a project that you implement.
It’s not a product or service that you buy.
A>COM emerges as your organisation becomes capable of delivering the E3 Customer Experience at scale — as a shared competency, supported by systems, frameworks, and ways of working.
A>COM explained
A>COM makes the E3 Customer Experience scalable.
A>COM (Avvate Customer Operating Model) connects the organisation around the consistent delivery of the E3 Customer Experience.
It connects teams through shared ways of working, shared outcome commitments, and a single source of truth — tracking what was promised, what is being delivered, and what has been achieved.
This creates a continuous, connected view of performance — from commitment, to execution, to outcome, to market communication.
Shared ways of working
Common methods, expectations, and standards across the organisation.
Shared commitments
Teams aligned to common outcomes rather than isolated functional metrics.
Single source of truth
One connected view of commitments, work in progress, realised outcomes, and proof.
A>COM makes E3 CX repeatable, scalable, and measurable across the organisation.
Siloes reintegrated
A closed-loop operating system across the organisation.
In most organisations, responsibility changes at each stage of the customer journey.
And when it does, clarity and continuity are lost. And with them, accountability.
A>COM removes those breaks — carrying intent, outcomes, and accountability from first engagement through to realised results and future growth.
01
Sales
Defines outcomes, direction, and expectations — creating shared waypoints for the organisation
02
Delivery
Executes against those commitments — without reinterpretation or loss of intent.
03
Customer Success
Tracks outcomes, validates results, and drives growth with the customer.
04
Marketing
Turns proven outcomes into credible success stories — enabling future growth.
Each cycle reinforces the next — strengthening performance across the organisation and building a durable competitive advantage.
The impact
What changes across the organisation.
A>COM changes how each function contributes to the customer experience — and how each one contributes to organisational performance.
Instead of operating as separate teams with separate priorities, Sales, Marketing, Delivery, and Customer Success begin to work as parts of one connected system.
Performance becomes more consistent, more predictable, and easier to scale.
For Sales
- Creates continuity between what is sold, what is promised, and what the organisation goes on to deliver
- Ensures commitments made in sales are carried through into execution
- Reduces reliance on individual heroics and effort
For Marketing
- Moves from generic messaging to evidence-based positioning based on real outcomes
- Builds campaigns around real outcomes and success stories
- Strengthens credibility and brand in the market
For the Delivery team
- Executes against clearly defined commitments
- Reduces rework, misalignment, and project drift
- Improves predictability and customer outcomes
For Customer Success
- Owns outcome realisation — not just retention
- Measures performance against commitments
- Becomes a driver of growth, not a defensive function
For your Business
- Enables strategy planning, flexibility, agility, and scalability
- Improves visibility, forecast confidence, and control
- Builds a more valuable, scalable and predictable business
For your Partners
- Increases visibility of partner performance
- Improves confidence in forecasts, plans, and execution
- Supports more predictable ecosystem growth
The result is not just better customer outcomes — but a more efficient, predictable, and scalable organisation.
The Outcomes
When E3 CX is embedded, performance becomes systemic.
A>COM aligns the organisation around a single goal: the consistent delivery of the E3 Customer Experience.
When that happens, performance no longer depends on individuals. It emerges from the system.
Alignment
Teams work towards shared goals across the entire customer journey.
Culture
Accountability does not reset at functional boundaries. It is continuous — reinforced by peer-level standards of performance and accountability.
Efficiency
Time, cost, and effort reduce across both the buying and delivery lifecycle.
Visibility
Performance is visible across the full lifecycle — improving control, forecast confidence, and planning accuracy.
Reinforcement
Each outcome strengthens the system. The organisation improves continuously — not episodically.
The result is a more agile, scalable, and high-performing organisation — and competitive advantage that can’t easily be copied.
Relationship to ASAP
Two distinct roles. One connected system.
ASAP and A>COM operate at different levels — but are designed to work together.
One develops the capability. The other embeds and reinforces it across the organisation.
One builds capability. The other makes it systemic.
The Next Step
See where you are — and what’s not yet connected
Many organisations are closer to A>COM than they think.
But even then, critical gaps remain — between functions, between stages, and between intent and outcome.
These gaps don’t appear as a single problem.
They show up across forecasts, delivery, and growth — often accepted as normal.
The question is not whether they exist — but where they are, and how they connect.