There’s a lot of talk around the need for change and business transformation in our industry but where best to start? In today’s global, turbulent environment the best choice might be to focus on the end-users of your products or services.
A typical starting point when considering change is often considered as being your customers. After all you hold lots of data about their historical buying behaviour so it makes good sense. It’s relatively easy to get a level of reliable insights by analysing your customer data, but driving change using that filter alone is not enough in today’s turbulent and disruptive environment.
The other filter is of course an independent audit which provides a holistic report on the health, wealth and happiness of your business. Although more expensive than data analytics the insights from such an audit are another relevant launching point to underpin change and business transformation.
Change and Business transformation – the importance of end-users
Yet another option is to consider the development of your change strategy based not on your customers but instead on the end-users of your products or services.
End users are not necessarily the person who buys a product from your business. And you’ll already know that many of your customers don’t always purchase an item just for themselves. Often they buy gifts for others or on behalf of another person who thus become the end users. Likewise customers using your services are not necessarily always the end user of your market offering.
To further illustrate the idea think about the difference between buyers and end-users of items ranging from, pet food to photo-copiers to education or whatever else you’d like to include.
Understanding the buying process from the many different end-users in your business opens up a whole new perspective on your opportunity for change and transformation. Better still immersing yourself in the end-users’ world sparks a whole new way of thinking how you could take advantage of the way your business could evolve into something you never previously considered.
See yourself through the eyes of your end -users and you’ll be amazed at what lies ahead. For more help on change and business transformation contact us today.