The Customer Catalyst

How organisations can drive growth in the Customer Economy

The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally-siloed business model, typical of the product and sales-led growth era is over. The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth.

Future business models are no longer about functions – they are beginning to revolve around customers. Customer-led companies will, over time, unpack their static functional activities and transform their structure. Customer advocates already wield massive influence in a customer’s buying process, and this is only set to increase. This is already changing the role and nature of business functions and Sales is no longer seen as the only source of growth. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations. This invaluable book will enable readers to:

• Lead their organisations to more profitable and sustainable growth
• Transform their organisations to become truly customer-centric with the C-change growth engine
• Explore in-depth stories from leaders of companies such as Zoom, Signify, Starling Bank, Ritz Carlton, Microsoft and Finastra with frank advice and practical steps to achieve success
• Help their companies adapt to, and profit from, the new realities of the Customer Economy
• Gain important insights from business leaders on best practice in key customer-centric growth areas

The Customer Catalyst shows businesses how to survive the transition to the Customer Economy, transform to align around today’s dynamic customer needs, and ultimately, drive sustainable business growth.

Foreword vii

Introduction xi

Growth xxiii

Chapter 1 Voice 1

Chapter 2 Culture 29

Chapter 3 Experience 63

Chapter 4 Technology 97

Chapter 5 Digital 131

Chapter 6 Success 155

Chapter 7 Health 185

Chapter 8 Engagement 227

Chapter 9 Co-creation 251

Chapter 10 Advocacy 293

Some final words 331

Index 335

CHRIS ADLARD is a multi-award-winning customer champion. He previously worked at Finastra, the world's leading financial technology provider, as global head of customer and strategic partner engagement. During his 20+ year career, Chris also has led strategic customer programmes for other technology brands such as IBM, CA and Synopsys.

DANIEL BAUSOR has over 25 years' experience as a strategic B2B and B2C customer champion, both in-house and as a consultant. In 2008, he founded a customer transformation consultancy and has advised global organisations on how to take a radical, creative approach towards customer-led growth.

The Digital Revolution has changed the business landscape in remarkable ways and will continue to do so. Organisations across industries and around the world are being disrupted and digitised at increasing pace – putting far more power in the hands of both customers and end-consumers. The traditional inside-out, functionally- siloed business model, typical of the product and sales-led growth era is over. The Customer Economy is placing greater demands on businesses and offers greater rewards to the businesses that meet and exceed customer expectations.

The Customer Catalyst shows how organisations can put customers truly at the heart of their business and catalyse genuine, sustainable growth. Embark on a C-change today!

www.thecustomercatalyst.com

Embark on a C-change today to drive sustainable growth!

If you want sustainable, profitable growth and if you want to survive into the future – turn to your customers. In today's Customer Economy, successful organisations are those that orientate, build and grow their entire business around their customers. They break down organisational silos and do not rely solely on sales for growth. In The Customer Catalyst, you'll learn about 10 key growth drivers – from customer voice, culture and experience, through to technology, co-creation and advocacy - to help you implement a "C-change", accelerating growth by reengineering your entire organisation around the customer.

Today's top players are doing away with the traditional departments and merging functions like sales and support into single customer-driven teams. This reorganisation isn't to be undertaken lightly – you'll need the tools and in-depth case studies — including Zoom, Signify, Starling Bank, Ritz-Carlton, Microsoft and Finastra — inside The Customer Catalyst to guide you through to success.

Drawing upon their decades of experience in strategic, customer-led transformation and collaborating with executives in top firms, Chris Adlard and Daniel Bausor have created this unique guide to moving to a new, more profitable, customer-centric business model.

www.thecustomercatalyst.com