SDG: In many ways, those organizations have an easier path forward if they start in the right place; they don’t have to overcome the layers of scar tissue and legacy. Instead, they can set the tone from day one in terms of what’s going to matter most, what they’re going to measure, and what they will reward.
Companies with a smaller capacity should pick one or two key areas where they focus on being more customer-driven. Don’t try to solve the end-to-end customer-centricity process from day one. Instead, pick a product or marketing issue that you want to tackle first, put your energy into that, and use that as the standard for future efforts. Build momentum, credibility, and buy-in. This should actually be part of the strategy in the big enterprises as well, but in a small enterprise you don’t have the bandwidth to fight on multiple fronts. Instead, find the one or two where you can have a quick, tangible impact and build off that.
Do you want to learn more about the stages of customer-centric maturity? Visit our recent Playbook: “Getting Your Customer-Centric Transformation Started”.