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4 tips for businesses to be more disruptive

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3. Identify innovation champions within your business

Business and society hold innovation high as one of the most important components for success. However, in reality, how do you prove the business case for innovating Getting the rest of the business on board can be one of the most challenging things about embarking on an innovation project.

There must be a central team that presents a vision of the project, and the business transformation that the innovation will enable. Identifying the transformation champions across departments such as IT, Marketing and Business Development is vital to making any innovation project a long-term success.

These are the people that are dedicated to seeing through the benefits that change will bring and can highlight the value of transformation across the business.

Many large businesses have appointed a Chief Digital Officer, in charge of changing the business through technology. However, you cannot appoint a CDO and expect digitisation instantly and from them alone. To achieve real and long term change in the business, there needs to be participation from key stakeholders across the organisation.

4. Be customer-centric

Early IT projects focussed on the technology, but businesses can only innovate if they think about their customers and how their behaviour is changing. Most businesses achieve customer satisfaction by being able to anticipate the interaction the customer has with your organisation and ensuring it is relevant and effortless.

However, McKinsey believes that this narrow focus on maximising satisfaction at particular moments can create a distorted picture, which suggests that customers are happier with the company than they actually are. It also diverts attention from the bigger and more important picture: the customers end-to-end journey.

The customer experience is what businesses need to look at in order to innovate.

According to Brian Solis of the Altimeter Group, the thing about customer experience is that it happens with or without a formal CX strategy. Whether businesses like it or not, customers have an experience through every encounter they have with a company. The question to answer is: what is the experience customers have today and what could or should it be tomorrow?

Companies will often find there is a gap between desired experience and reality. They need to use this to uncover new opportunities and to compete for customer loyalty and advocacy through innovation.

Every business can be a disruptor if it champions business transformation internally. A sustained approach to innovation means that all businesses are able to compete with leading players and first-to-market start-ups like Uber disrupting the status quo. If you continually develop, innovate and disrupt your own industry; you can’t be displaced.

Stephen Morgan is the co-founder of digital transformation business Squiz

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