Clare Trafankowska, Head of Digital for Carat, Red Star & Dentsu X, says that it is people who essentially create and drive culture and this is where client-centricity needs to begin.
Many companies have cultures that can create a disconnect between their people, their customers, and other stakeholders despite huge investments in communication technologies.
The solution to bridging organisational divides is in establishing a new culture whereby it becomes impossible for employees, colleagues and leadership teams to behave in any other way than that of inter-connected client-centricity.
The right people
The heart and soul of an organisation’s culture should be client-centricity whilst at the heart of client-centricity itself should be a passion, commitment and a deep understanding of your clients and their businesses. This sounds far simpler to achieve than it truly is, given that passion, commitment and deep understanding – as in any relationship – requires that the right people be in place for any of this to materialise.
Essentially, people create and drive culture and this is where it all needs to begin. The people within the business (as well as people being brought into the business) need to be(come) client-obsessed and be so close to their clients’ own businesses that a client should be able to ask them what is traditionally considered internal questions. These questions could include what their marketing budget should be, or which product line is currently delivering the greatest ROI – with our teams holding sufficient knowledge.
A sum of parts
We need to embrace client-centricity as a top-down approach and lead by example. Consistency and demonstration at a senior level and through-out all facets of the business are vital components in establishing client-centric cultures. The business needs to demonstrate the willingness and ability to re-engineer their services, products and communications approaches in accordance with client needs.
As per a recent Forbes article:
“When considering what digital transformation means to a business, a solid starting point is the recognition that it is very much a sum of parts with integration and customer-centricity at the epicentre.”
In principle, a company may embark on digital transformation, employing the best in class tools and technology; but if the stakeholders within do not grasp that the vision is that of providing a connected-environment to better serve our clients’ requirements, then all efforts are rendered as ineffective.
People first and culture will follow.