transformation

Putting people first

Not a day goes by without most of us not hearing, reading or using the word “transformation”.

And while we may find it easy to transform ourselves, for leaders to manage change can be difficult. Why? Because no one likes change or having to adapt to new situations. I see it every day when working with clients. Too many times we are putting the focus on the magic words of “efficiency” or “effectiveness” or “process optimization”, almost forgetting the special magic word “people”.

By putting people first, organizational change can be much better navigated. After all, it is the people who will be transforming the organization, so as leaders it is your task to enable them to do so – from creating the right motivation to giving them the tools and helping them thrive.

Jim Hemerling, Senior Partner at BCG, in a recent TED talk summed it up nicely in his slide of the five imperatives for transforming organizations with one common theme: putting people first

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Digital transformation dreaming

creativeThere is a huge pile of research reports and studies on my desk how digitization will change the way we do business. And I am sure there are similar piles in many managers’ offices. But what good are the best reports if you are unable to move the transformation forward?

Those that are succeeding in moving along their digital transformation have two things in common: one, they not only understand what digital transformation means, they also know that it means a fundamental change for the whole company. And two, they ensure that they have the right resources with the right expertise to transform their corporate culture to meet the upcoming challenges.

Digital transformation needs to driven by the CEO. Not your Head of IT. Not your Head of Sales. Not your Head of Something Something. It needs to be one of the top strategic priorities for the whole company driven from the top down.

Digital transformation is not walking down a straight path. You will need to be open for new business models. For new ways of implementing products and services. And your corporate culture will need to allow failure.

Digital transformation can be driven an internal facilitator like a Chief Digital Officer or even be outsourced into a new venture that can work without any “analog”disruption from the organization in form of resistance or doubts. But whatever way is chosen at the end of you will need a leader.

Digital transformation needs a leader who has a strong project management background, who is a multitasker, open to try new things. You will need someone who is impatient, a fast thinker , who plays well with others and is able to influence change within the culture of the board and with it the rest of the company. And you will need someone who is a strong communicator. Someone who can combine the “old” with the “new”.

That is why it is imperative for all organizations to start understanding what digital transformation means for their business and  how the digital competencies of new and existing directors will fit emerging strategies. And it is the CEO’s task to ensure that this journey is started on the right path.

Marketing customer centricity

3dWhile customer centricity is nothing new, customer experience lies at the heart of digital transformation.

Digital is putting customers in the driver seat, transforming their purchasing decisions. Today’s customers are more empowered, they can get a lot of information online way before they need to get in touch with a sales representative. It is a true shift in power and organizations need to adopt a customer centric approach across their company to offer value.

While most companies today claim to put their customers first, a surprisingly small number are actually doing it right. Servicing your customers well cannot be put into a “one size fits all” strategy and marketing plays an important role in helping to achieve customer centricity.

It’s all about “Personas”
The better you know your customers, the better you can give them what they want. Customer centric marketing needs to acknowledge that there is no average customer. Nobody wants to be spammed with generic email promotions that do not speak to your needs or is just plain boring. This is where personas can help you. By understanding your audiences and buyer types, you can craft a specific message, with relevant content, in the right channels, creating value along the way and hopefully creating long-term relationships, ideally with your customers becoming brand advocates.

Understanding the customer journey
The ‘customer journey’ can be defined as all interactions that customers’ have with a company’s brand, product or services across all touch points and channels. In today’s digital world it is imperative that a seamless experience is created across all channels – and this includes on- as well as offline. Understanding the customer journey allows us to better connect, communicate and give the right information at the right time of the journey or purchasing process.

Make use of data
Too many marketers talk about data-driven marketing but data is only useful if the right technology and know how is in place to capture and analyse. Every day customers are telling us what they want by clicking, sharing, downloading. And it is not about collecting vast amounts of data but more to look at the data and understanding what customers need and want and then using that insight to develop better marketing campaigns, design products and services as well as other efforts and initiatives.

Customer centric business = social business
Customer intimacy relies on two-way conversation. Social media allows you to understand and communicate with your customers, making your relationship with them more meaningful. Social media is a key channel for customers in their decision-making. Make sure that you are present where your customers are present, that you listen, identify the gaps in customer engahement and respond in real-time.

The shift towards becoming a customer centric organization is complex and takes a long time. Marketing plays an important role in helping create a change in corporate culture where the focus is on the customer. The future of marketing (as always) is exciting and challenging.