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 compliment 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 we did
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.

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