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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in