Customer centric transformation is fundamentally about changing the way an organisation operates from an inside-out (we’ll build some products and somebody will buy them) to an outside-in approach (we’ll find out what customers need and value and then create value propositions that customers will choose above the alternative options in market). This sounds easy in practice but we’ve seen many organisations struggle to make the holistic transformation required to realise the full benefits of customer centricity as it challenges the very way the organisation makes decisions, invests for growth and works together.
Many organisations take promising early steps towards customer centricity with extensive customer research but they then fail to leverage their research insights to the full – they focus on finding better ways of promoting and selling their existing product portfolio rather than creatively delivering something innovative that will drive customer choice.
Having worked with many organisations who have embarked on this change journey, there are three clear elements that are critical to becoming a truly customer centric organisation:
Each of these elements need to be integrated into a holistic organisational transformation but designing this change program requires a good understanding of organisational performance – where the organisation currently sits on the customer-centric maturity curve. So this is where we start, we undertake a rapid customer centricity audit that paints a picture of where the organisation at, where it has gaps and where it needs to focus its transformation focus.
Customer centricity sits at the core of the Orange Squid capability and experience. Mark and Chris have deep experience in developing and executing growth strategies. Growth has to come through innovation – finding new ways to create customer value as customer needs and preferences continue to evolve – and we have deep expertise in how to uncover the causal drivers of customer choice and work with our clients to help find new ways of creating and capturing value. Implementing customer centric transformation will inevitably require considerable organisational change which is where Astrid, our organisational psychologist, hits her straps.
So we’re a small, perfectly formed team when it comes to all things customer centricity. Despite our decades of experience in this space, we are truly humble people and we work with you to help you achieve the holistic organisational change necessary to remain relevant in our rapidly changing world.
The Orange Squid team and the processes they used prompted a number of big ah-ha moments, but I think the most common one would be the insights that came from the Jobs to be done methodology and also how we will never look at traditional research and traditional research methods in the same way ever again. It took being customer centric and customer driven to a whole new level.
We had 4 days of training with our product teams, product managers, developers and designers – the impact it had on them was amazing. People that had never talked with customers previously were suddenly saying “Oh we have to talk to customers, we don’t know what the problem is – we are making assumptions but we have no idea what problems we are trying to solve”.