Customer centricity is fast becoming the catch cry for
organisations wanting to make a real impact in their markets. More
and more of our work calls upon our experience in understanding
markets to provide an 'outside-in' view to complement the internal
expertise of an organisation.
One of Australia's largest services companies recently engaged
us to bring a market view to their quest to improve the efficiency
and effectiveness of their marketing outcomes.
What did we do?
- We reviewed the company's objectives, the different market
segments served and the key requirements for competitive success of
each segment
- We conducted an extensive literature search and a suite of
industry interviews to arrive at a set of contemporary,
customer-centric principles to guide the evolution of the
organisational structure and supporting processes
- We worked through these principles with our client to evaluate
organization requirements within client context
- Recommended organisation design including roles, structure,
support requirements.
What was the outcome?
Changing the focus of the organisation from one that has
historically been product driven to one that is informed and driven
by market needs is not a small task. Amongst the detailed
recommendations were four key steps that would apply to most
organisations seeking to establish and maintain relevance in a
changing market:
- Elevate the role of marketing within the organisation
- Establish a market focused framework across the organisation to
enable disparate functions to share a common, customer-centric
approach
- Align functions, roles and metrics with the needs of the
market
- Integrate market insights into business decision making
processes
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