How to initiate user-centred business transformation

Key considerations to begin your customer centricity journey

An article by Alex Barker 03-12-2018

In previous blogs we discussed why business transformation should be top of every organisation’s agenda, and why user-centred transformation is crucial to ensure your organisation is fit for the future. Now we want to talk about how organisations can go about initiating this change. Every business is at a different stage of its transformation journey. Once you have established which stage your organisation is at, you can map out your journey to fully embed customer-centricity into your organisational culture. 

Use our change measurement matrix to establish your ‘as is’ state. You’ll receive a bespoke report within 48 hours which will help form your roadmap for progressive business change.

First, let’s quickly recap what we mean by user-centred transformation. Essentially, it’s about understanding what your customers want, and adapting your business to deliver this in the most effective way possible. Ensuring that your transformation strategy is customer centric helps to focus the way organisations develop propositions, products, services and processes that customers need. But how do you do this? This leads us on to our first step, audiences.

Know your audiences

To get started you need a deep understanding of your audiences. This is essential for identifying, managing and communicating with existing and new audiences. It allows you to identify and explore the problem space, build relationships with customers, identify issues with existing processes, and understand the future needs of your customers. To do this you must conduct user-research to develop audience profiles based on user attributes and behaviours, in order to deliver effective personalisation. This then ensures you can rapidly deliver what your customers need and want - campaigns tailored to them through targeted messaging and content.

Ensure there is cultural alignment

Change comes from within. It is your employees who deliver for your organisation on a day-to-day basis. They need to feel empowered to make change happen. Senior leadership and employees must share the same purpose and core values. If a clear strategic vision is created and communicated by senior leaders, this will filter down and help empower employees to work towards it. Effective internal communication and employee engagement is crucial here. This helps to create an aligned culture and results in a more engaged workforce, creating efficiencies and high satisfaction for both employees and customers. 

To enable cross functional cultural alignment there should be dedicated senior transformation resource, assigned to reform infrastructure and processes that deliver customer centricity. This function should also ensure that cross departmental working groups are established for internal knowledge sharing and budgets applied to specific business challenges, rather than siloed to departments.

Select the right technologies and channels

Ensuring your organisation keeps up with its competitors with regard to technology is an obvious one. But selecting the right technology for your business can be a difficult task. Make sure that rigorous research is conducted before making a decision on this.

Similarly, a strategic plan based on your customer research should be in place to communicate with your target audience across different channels and devices. Remember that your audience is always connected. Having multiple touch points across different channels increases engagement with your organisation. It allows you to create a more targeted and personalised experience, tailored to their needs. 

Deliver customer centric campaigns and content

Define a content strategy that delivers both your organisation’s core messages and personalised customer experiences. Providing your target audience with meaningful, consistent and engaging information increases brand awareness and loyalty. Similarly campaign concepts based on an in-depth understanding of customer needs will increase engagement with your brand and generate demand. Ensure you are testing and measuring the effectiveness of your content and campaigns, and taking an iterative approach to activity in this area.

Use your data

A data driven approach is necessary in all aspects of delivering user-centred transformation. The right analytics will provide you with information about the motivations of your customers and target audience. Remember that you will be making small incremental changes throughout so analytics are key to ensuring that. all your decisions are based on evidence.

Every organisation’s transformation journey will be unique, and that’s why these steps are just the baseline activities to consider as you take a shift towards customer centricity. At Edo we can help you tailor these activities to your organisation and kick start your transformation to becoming future-fit and customer centred. Get in touch to chat about your transformation journey

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