Stop Making Mistakes. Rethinking CX

Rethinking CX workshop

Rethinking CX. Strategic Decisions For Today

The pandemic has caused rifts across nations and companies alike – as everyone is trying to find stability within the chaos. The year 2020 will be a year to be remembered as not only growing concerns of privacy breeches on Facebook, there is growing discontent across industries. Customers are asking more, and expecting a lot as misinformation ripples through communication for companies and governments responding to the pandemic. 

Customers are looking for real relationships, a memorable experience and that smell of a new car for every purchase. Customer centricity is not a new management theory as Jeff Bezos is known for saying customers are “divinely discontent”. I highly recommend reading the 2017 letter to their shareholders if you have not already.

 

4 Steps to rethinking CX

  1. Have a transformative vision 
  2. Narrow with a Niche
  3. Align your communication for stakeholders
  4. Remap your Business Model 

1. Creating a Transformative Vision

Leaders are able to inspire and create energy within employees by providing a picture of a world we want to live in. From greater leaders who have been able to inspire the lives of many, it comes to a shared vision of the world they see, and how you play a part of that vision. 

Every product and service a company develops should be align with the companies purpose, as the vision itself should create the pivots for your company. Cash cow operating businesses are great if you are aiming to make the most of our money, but we will start seeing a shift towards businesses who focus on improving our lives in more ways than we can imagine. 

Your vision to customers should be compelling to the point the vision itself can create advocates for your future. When your vision revolves around your customers lives and how your company improves them, you will start seeing shifts in their experience as they feel deeply enrooted in the story. 

2. Defining Your Focus

To succeed moving forward companies will need to define a new area of focus. Understanding how your customers are within your existing business models will allow you to optimise your channels of communication. 

Narrowing within a niche will allow continued efforts of ensuring your current customers are satisfied, while having organic acquisitions at play will be the deciding factor for many businesses. Trying to be a conglomerate can lead to failure earlier as trying to grow a disparate portfolio can eat up your internal resources.

3. Align your communication for stakeholders

The easiest way to understand how your company is consumer centric is by realigning your internal metrics to public facing objectives. Understanding how each department plays apart towards the companies VMOS. 

The shifting of communication towards stakeholders will allow you to understand how to address each stakeholder accurately and being held up to your vision. Understanding how you measure and communicate success is a great step to shifting an organisational culture on internal KPIs to a customer centric focus. 

4. Reassess Your Existing Business Model

Sometimes in the middle of Chaos, the best strategy is to rethink your strategy. It is better to spend 1 day on rethinking and evaluating your existing strategies, than a lifetime of assumptions. Strategic pivots are a hot take during the pandemic as companies need to reallocate internal resources to better-suited areas. The easiest way to understand how you can benefit your customers is by looking at your existing models. 

Utilise the strategyzer tool to map out your model based on existing assumptions, and how you are able to rethink your strategy on capitalising on your customers experience. Start asking departments or internal metrics for information critical to revising business strategy. Maybe one of the biggest problems you were never able to measure your success because it was not being tracked. 

For example, every company’s decisions towards spending and investing have shifted. The problem may be in the customer’s decision on investments, not your product or service. A company who has spent years on being a premium may not be around if you are not able to recapture the same need as companies seek cheaper alternatives. The problem is within the customers metric of ROI and if you are unable to prove to them how you bring sufficient ROI – be prepared to lose market share. 

3 Reasons To Restructure With Creatives Now

Creative Strategist Restructuring

3 Reasons To Restructure With Creatives Now

The Pandemic has shown businesses struggle to pivot as they are not prepared to reallocate resources at a seconds notice. To be able to thrive in a virus-free world, companies need to reinvest into creative experts. It was a luxury in the past to see creativity as a premium, but now the innovation is required. Companies need to be able to respond resourcefully to the Pandemic and the prospects of a ‘new normal’.

Surviving during COVID has shown businesses need to be able to rethink structures and business models. Revaluating how companies communicate to stakeholders, and how the needs of each group have changed. Consumers have started to hold brands at an even higher standard – expectations have shifted; it’s crucial for content and messaging to be thought through with experts. Strategists are a vital factor of being able to tackle the Pandemic – these specialists are precisely the kind of creatives businesses need at this moment.

Business owners have been exploiting creatives and passionate workers for a very long time. Not only are creative jobs more likely to be underpaid globally, but creatives are expected to do work without pay; as the underlying assumption, they work hard out of passion not to make a living. A 2019 Duke study found that “People find it more acceptable for managers to ask passionate workers to work extra hours without additional pay, sacrifice sleep and family time, and take on demeaning tasks outside of their job descriptions.”

Social Media was a great outlet where we saw video content (TikTok) flourish with creative ideas. Facing uncertain times, companies need creativity to succeed as being able to benefit during these times is to be able to improve continuously. Business owners have had to expand their resources for creative inspiration. Collaboration is now necessary, and brainstorming meetings look much different than they did barely a year ago.

1. Creatives Driving Digital Maturity

Industries have been driven to digital transformation at an accelerated pace with the anchor being the innovative approach. Journalism has seen an increased demand in digital resources and a high decline in print media, which will make the industry’s move to digital go even faster. Virtual consumption has seen a considerable rise – as well as the development of high-quality distance learning solutions. Creative capability, mixed with companies’ technology capabilities have been driving investments on solutions to bring people together.

The move to digital has always been here, but COVID has made it a reality. Companies with reduced budgets will see an increase in hiring self-employed and freelancers as cutting costs have been an industry standard. With the rise of unemployment and many jobs seeing closure due to unforeseen events, businesses are cutting prices to reduce the bleeding and giving opportunities to freelancers as shifts to finding cost-effective solutions.

 

Integrating creatives into your digital transformation allow for an integrated marketing approach where you can reflect a consistent message. Marketers have to audit their technology usage as what they have been using could be overpriced and more of a luxury than a necessity. To consider how to map out their customer’s journey across their digital transformation and how you can connect at each touchpoint.

2. Rethink Today For A Better Tomorrow

To be able to succeed you need to rethink your metrics and how you need to build today for a better tomorrow. Understanding the possibilities start with catering to the shift in the market caused by the influx of consumer behaviours have shifted.

Businesses will need to look at increasing investments and building presences by using digital platforms within their digital business model. Looking to integrate search engine optimisations, advertising, artificial intelligence through conversational marketing, and online media.

The current demands have led assumptions on shopping to be accompanied by a complete virtual arena, while physical stores will be changed to aid your digital experience. In contrast, restaurants will turn into experiential and recreational joints depending on when dine ins can operate in a COVID Normal world.

Digital marketers will see a shift in responsibility as the current market has opportunities; only a few can stomach. Many entrepreneurs will see an opportunity in the changing needs of the digital market and move to take it up as a profession.

3. Finding Partnerships For Sustainable Growth

Rethink possibilities by picturing the bigger picture with understanding how others play a part in your digital transformation story. Transforming digitally for the future requires restructuring your present to be a formidable foe to the obstacles in front. Grouping with other businesses allows for symbiotic partnerships where both companies can thrive through this pandemic by creating sustainable competitive advantages—leading to multiple benefits, especially for smaller players who are facing higher demands without sacrificing quality.

Creatives Have Value

The Pandemic has shown the usefulness of having creatives on board to find ways to connect with the digital ecoystems. COVID-19 has demonstrated the real problems in society, and to be able to navigate through this – you need an expert. There are abundances of creatives as people with no experience are trying to find ways to upskills. Right now, companies need creatives who can bring value in strategic ideas but in implementation not as a life coach. Right now, creativity is king, and if you want your brand not just to survive, but thrive in a post-COVID world, you will need to invest in creative experts.

 

2 Behaviour Mindset Shifts Needed for Strategic Decisions

Behaviour Shifts for Strategy

2 Behaviour Mindset Shifts Needed for Strategic Decisions

Businesses shifting their strategic decisions are becoming a norm as we near the end of ‘2020’. The pandemic has caused industries across the globe to transform into a digitally mature company. Still, small companies are finding it difficult to cope with the idea what they’re doing today should change if they’re doing well. In response to smaller players not improving their digital maturity, from our research we believe we have narrowed areas you need to shift, or you may end up crashing as you’ve hit the decline in your companies life cycle.

Whether you’re just exploring IG or you’re experienced but trying to navigate this new world, the steps below will guide you to the right solution during the COVID times.

Behaviours Have Changed

Following from knowing your customers is more important than ever. Marketing relies on empathy, and in times of needing to understand your customers, it’s essential to know what has shifted for them. Reassessing your customer’s current state and how you fit in will be critical for your customer’s happiness. Are there additional audience opportunities that you haven’t assessed that you could test now? The relationships you build through effectively knowing and meeting customer needs will endure long after the crisis is gone.

Bringing More Value To Them

In a time of a crisis, sometimes the best ROI is not focusing on a financial ROI. Everyone’s lives have shifted during this pandemic, many are affected, and you may be a profitable business now but if you still do not think about the value you bring – you will find out about cancel culture the hard way.

Here are two key mindset shifts:

 

Before: ROI is king.

Now: Engagement metrics like clicks, likes, shares, comments, etc. are better gauges right now while people may not be as willing to buy.

Before: If something (a contest, a video, partnerships, referral campaigns) doesn’t provide the right ROI, it’s time to move on.

Now: It’s time to double-check those assumptions. Sure, a contest, partnership or piece of content might not have performed according to your KPIs previously, but don’t let that hold you back from revisiting it in the current climate. 

Having a mindset shift on how you report and use social media will be the caveat to your success on the platform. There are many new and interesting opportunities every day, but it requires a lot more effort than it used to. The ultimate goal right now is to build and maintain mutually beneficial relationships with new and current customers. People may not be in the right position or mood to buy right now (depending on your product), but they will eventually. 

Explore New Things

If you have wanted to expand your strategy to Instagram, now is the time to dig in and go for it. If you’re not sure how to use Instagram stories, but you think it might resonate, now is the time to try. If you’re not looking for new channels, but you’re curious to see how your customers would react to different kinds of content, more frequent posting, or other creative engagement methods, go for it! Now is the time to look for all ways to build relationships with your customers. 

  • Experiment with new types of content
  • Try some of the functionality that platforms have introduced for engagement like polls on Instagram or Facebook. 
  • Spend more time listening. Keep an eye on your customers engagement, your competitors, and influencers in your industry.
  • Get your customers engaged with calls for user-generated content.

No matter what direction you choose, now is the time to explore, look for new opportunities, and set the stage for better, more engaged customer interactions now and in the future. While these efforts may not lead to a direct increase in purchases right away, they’ll help you stand out, stay in touch and be a source of inspiration, entertainment, and information for your customers. 

Explore & Learn about the VUCA World

Short for Volatility, Uncertainty, Ambiguity, and Complexity. A hot topic emerging across organisations executives and small businesses as the pandemic has been changing things up. Learn more here