Why leading business in the customer era requires empathy and courage

Dr Melis Senova discusses why leaders need to embrace empathy, vulnerability and courage if they're to lead a customer culture revolution in their organisations

Leaders must embrace empathy, courage and vulnerability if they’re to successfully transition their businesses from the industrial to human era.

That’s the view of Dr Melis Senova, the founder and director of strategy and design at consulting group Huddle, who spoke on the need for businesses to undergo a cultural transformation at the Customer360 Symposium.

While organisations are increasingly recognising they need to focus on the “fluffy”, soft skills within business to achieve a customer-first culture, Dr Senova claimed they are still striving – and wrongly – to then put tangible metrics into play.

In addition, many who claim to be customer centric are stuck in fixed mindsets and seduced by the need for comprehensive solutions to avoid failure. Instead, organisations should be nimble minded, focused on generational thinking, and take new customer insights as a way to open up possibility and opportunity.

“We are deeply uncomfortable with ambiguity and that’s because of risk mitigation and fear,” Dr Senova told attendees. “We have to accept that not all things can be measured. That’s when clear belief and faith coming into play as a leader.

“To create a customer-centric culture, you sometimes need to make decisions without having the evidence. The thing with metrics is that they usually cover something that has happened. But we need to be creating and making new things happen and to do that, you don’t have established metrics.”

According to Dr Senova, one major roadblock on the road to customer centricity is the distinction between what is said as an organisation, and leadership action. Having a clear sense of purpose is one thing, but many organisations neglect the work that needs to be done on a personal level to achieve this.

“As leaders of organisations, we need to believe in our purpose and live it,” Dr Senova said. “Our actions can’t be incongruous with that.

“What you create internally in the organisation is what will manifest in the external world.”

To lead cultural change and be aligned with customers, businesses leaders must embrace empathy, courage and vulnerability, Dr Senova continued. She suggested most businesses are at the ‘exchange’ stage of their customer evolution at present, but have yet to reach the ‘creation’ stage, where they are delivering unexpected value to customers.

The final stage in Dr Senova’s customer journey is ‘transformation’, where organisations are delivering interactions that transform a customer’s life.

“As we progress from the industrial to human era, we have to transform how ‘we be’ as well,” she said. “It’s not just processes and solutions, but us as people and how we need to change.”

Dr Senova also pointed out that while businesses have focused almost solely on the monetary exchanges between a customer and the organisation to date, these are not the primary value exchanges most of us have on any given day.

“Share within your organisation the nature of what value exchange means to your customers,” she advised. “Money shouldn’t be the only thing you talk about.”

More from Customer360 Symposium

- Nadia Cameron travelled to Customer360 Symposium as a guest of Ashton Media.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Taking issue with ‘Branzac’ advertising

Commemoration of the 100th anniversary of the Anzac landing at Gallipoli has not only been a time to ponder a tragedy that affected too many Australian and New Zealander families, it also shone the headlights on the whole marketing profession.

Data privacy, ethics, and the moving goal posts

Customers are becoming increasingly concerned with how businesses use their data. This has meant organisations need to take extra steps to allay the concerns their customers have with what data they are collecting, how is it stored, and how is it then used.

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in