Pivot Table Recap: Navigating Customer-Centric Transformation
By: The CDPa Team
The CDPa hosted a great conversation at the Pivot Table around navigating the complexities of customer-centric transformation with analytics leader Jon Francis, the current Chief Analytics Officer at Starbucks, and Amperity’s own Ben Grant who leads Strategic Services. These two leaders talked about what you should expect when you change your approach to focus your business on nurturing, developing, and acquiring more valuable customers instead of focusing on all customers or being product-focused. It is a big shift and requires planning, change management, and navigating complexity.
The conversation started with defining what it really means to be customer-centric. Jon pointed out that actually putting your customer in the middle of your decision-making process goes far beyond marketing. It involves business processes including product development, inventory management, and elevating the entire customer experience, eventually leading to understanding who your most valuable customers are and then shifting your business’s focus to cultivating, attracting and retaining these customers.
Just do one thing, or one campaign, one channel, to show that there's growth there for your business, and then build on that.
The talk then shifted to navigating the changes needed to bring about these practices, and the speakers shared examples of common barriers and how they overcame them in the past. The idea of “Build it and they will come” just doesn’t work. Change-makers should expect to partner with their colleagues to educate and help them with these new ways of thinking and working. Jon shared that he formed a strategy group within his Starbucks analytics team, explaining, “The intent of that team is really to help partner with the functional areas we support in terms of how we evolve with the use of data to power different kinds of decisions, in different processes.”
From there, the conversation finished up around how to win and develop champions within your organization to help drive a customer-centric movement. The big idea is: start small. Along with providing some great examples, Ben summed it up: “Just do one thing, or one campaign, one channel, to show that there’s growth there for your business, and then build on that.”
But don’t take our word for it; catch the full recap and watch the 20-minute conversation for yourself.
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