The soaring energy costs, inflation and geo-political uncertainties in the aftermath of more than two years of pandemic present unprecedented challenges that many businesses are grappling with.
Some enterprises however, tell a different story.
Amidst the perfect storm, they are not only adapting well, but to the extent, even thriving on distinct, competitive advantages that set them apart.
Some of these may be sustaining on the sheer luck of timing and opportunities that came their way.
But some of the real success stories are more often than not, businesses guided by design-centred models. Built on the pillars of purpose, customer experience and organisational alignment, they take an honest, human-centred approach to design their entire business spectrum, tackle challenges and deliver positive impact on their customers.
Of the firms that stood out is Uglyfood. The e-commerce grocer turns the problem of food excesses and perishable, blemished produce into sustainable source of groceries that like-minded customers turn to.
Willing Hearts, a soup kitchen run by a thriving pool of volunteers, is observed to be also an organisation where purpose runs deep.
Sky Greens, which is a leader in low carbon footprint agricultural technology that brings vertically farmed vegetables to our tables, shows how purpose can innovate sustainable urban solutions.
One observation about what makes these organisations tick is their purpose. They are clear about who they are and what they stand for.
A purpose-designed company is focused on its people. It gets through the process of discovering what drives their employees individually, their vision, values, goals. It goes on to bring its people together on shared, agreed values and purpose that the brand stands for. In short, individual and brand purpose are fully engaged and well-aligned.
Apart from being focused on its people, a purpose-designed organisation is also one that is cause driven and impacts on society.
As a short checklist of your organisation’s purpose, questions that you may reflect on are:
1. What is your organisation’s reason for existence?
2. Is your organisation’s purpose aligned with/ harmonises with your employees?
3. What is your organisation’s cause other than being profit driven?
In bringing the best of brand and customer experience to the markets requires organisational unity.
This is where human resources and talent within are aligned by a strong unity of purpose. The process of organisational design draws out the unique strengths of individuals, encourages collaborative work among them and inspires innovation.
Collectively, the people are self-driven towards organisational goals.
As a short checklist of your organisational design, questions that you may reflect on are:
1. Do your employees understand and respond to their goals?
2. Are your employees accountable for their goals?
3. Is the organisation designed to support your corporate strategy?
Translating what your brand stands for into an entire spectrum of user experience is a key next step after organisational design. After all, organisations exist to service their customers.
In designing the brand experience for customers, it is important to first understand what the customer needs are and where their motivation lies.
This is often multi-faceted — from the benefits that customers get from using your services, emotional connection with your products, to the impression they get when interacting with your website or social media channels.
How you design this spectrum of customer experience will shape the sustainability of your brands and desired outcomes.
As a short checklist of your customer experience design, questions that you may reflect on are:
1. Do you know what are the various customer touchpoints for your products/services?
2. What are the customers’ needs at these touchpoints?
3. What can your employees offer and support at every stage of your customer experience?
Engage the right team of specialists!
Oculus is a multidisciplinary team that scored 20 years of experience in branding, service design, digital marketing, and customer service. Connect with us, a team of savvy PMC certified consultants, and let us walk with you to improve your brand presence in your industry.