Joydeep Bhattacharya

The new face of digital: the importance of re-aligning your business around the customer

We live in a world where businesses that focus on delivering truly great experiences, and that put people at the heart, are the winners. Consumers appreciate what great services look like and have started to expect a certain level of service; they already experience this first hand from companies like Amazon, Apple, Uber and Airbnb. These are digital leaders that continually innovate their services based on people’s needs, intents and preferences. With this we are seeing disruptive new business models and digital services appear – what we call ‘Living Services‘ – that will shake the business world to the core. Therefore, in order to continue to thrive, businesses must evolve their organisation and put customer experience at the heart of their strategy.

Focusing on how they can evolve their businesses to be more human-centric has become a board level priority in many organisations. Together with Accenture Interactive, we are working with our clients to help them on their journey to realign their business around the customer. From the work we’ve done over the past six months with our clients in the UK, twelve trending themes have emerged, forming what we call the “Interactive Agenda“. Spread across four cornerstones – customer, leadership, marketing and technology – these themes will be explored over on Accenture’s Digital Perspectives in the coming months.

As part of the video series, Fjord London’s Group Director, Abbie Walsh and Group Design Director, Celia Romaniuk, share their thoughts on areas affected in the Customer Agenda.

In the first instalment, Celia discusses how we make design more integral in the way our business thinks. She notes that business design is a customer-centered strategy, the glue between the design team and the client’s business team.

Re-aligning your business around the customer takes place around three key principles;Design Thinking, Design Doing and Design Culture. At Fjord, we call this the Design Rule of 3. In a recent interview with Forbes, Fjord co-founder and CEO Olof Schybergson describes it as “a complete design system that will enable sustainable and positive change, as well as strong business results.”

If you focus on just the one of these without the others in place, a transformation will often fall flat. Obsess about all three and you have every chance of success.

Adding to the importance of customer centricity, Abbie notes that with the rise of digital and customer expectations, “customers hold so much power now [as] they can choose on a daily basis who they interact with.” With this in mind, and to build loyalty, it’s important for businesses to be able to create impactful and elegant services and products that speak directly to customers.

On the topic of diversity by design, and diversity within Fjord, Abbie reveals how Fjord approaches hiring new talent, both at a junior and senior level, and the importance of purposefully seeking out people from different design schools and varied skill sets and opinions on how to use design to create impact.

For more information on the Interactive Agenda, visit Accenture Interactive’s Digital Perspectives.

Joydeep Bhattacharya

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