Business models must be relevant to customer needs and eliminate friction
Businesses across the UK had to reconsider and re-engineer their business models. Gyms moved to provide online courses, reimagining how they delivered services and engaged with their customers. Demand rose for digital banking services, meaning banks had to invest more resources and capabilities to support online activity. Shopping experiences moved online. We saw a boom in online collaboration tools to help remote workers be more efficient, and of course, the global health sector had to find solutions to combat and limit the spread of the virus, resulting in a mass collaboration and adoption of new technology at speed for the greater good.
Successful, truly customer-centric innovation and digitalisation rely on a customer’s readiness to embrace digital, and a business’s ability to make bold decisions to eliminate or reduce friction points during the customer journey. The pandemic created an environment for these changes, and companies must continue to question their approaches and consider new adaptations to get ahead now, and long into the future.
Fast-growth businesses lead the way
Because of the agile nature of fast-growth businesses, they are already leading the way by constantly evolving to meet customer needs and using technology to do so. For example, Octopus Group, a UK-based business focussed on the financial services and energy sector, founded by Simon Rogerson and Chris Hulatt, has sought to put customers at the centre of their business.
During 2020, Octopus Energy worked with the UK government to create a uniform approach to helping those struggling to pay their energy bills as a result of the pandemic. Simon Rogerson wrote a personal blog about their work during the pandemic and how they were striving to keep the balance between helping consumers in need and ensuring the business kept running for their employees.
This customer-centric, transparent and people-first approach meant that not only did the company help its end users during a difficult time, but also provided Octopus Energy with a driver for innovative growth. As reported in The Guardian in December 2020, Octopus Energy has become the UK’s latest “tech unicorn” employing 1,000 new tech recruits whose job will be to further develop smart grid technologies that can help the UK’s transport and heating systems harness cheap renewable energy for consumers1.
Another entrepreneur leading the way is Mark Livingstone, CEO of Pharmacy2U, the UK’s biggest online pharmacy. By working with general practitioners electronically, centrally dispensing and delivering prescriptions direct to a customer’s home, the company saves money and time for both patients and the NHS.
Mark and his team have created a centralised, automated and digitised pharmacy, putting the customer back in control of their own health experience and by using AI, are continuously innovating and improving the customer experience.
Thinking outside the box
Evolving to meet consumer need means shedding old business models which puts profits first. This shift in values and focus on the customer will give birth to a new wave of innovation that looks to address new market needs, as well as current unmet needs.
Companies are already turning to big data and technology to get a more accurate view about their customers – recent Tech Horizon research from EY found that almost half (47%) of customer-centric companies have tech teams focussed on building the customer experience.
Hyper personalisation will continue to be a focus, as consumers demand to be seen as individuals and not mass marketed at. For fast-growth businesses, success means having a very sound understanding of customer needs, from the history of their interactions with your brand, their individual challenges, and how they finally purchase from you. This will also mean significant investment in technology and employees with the right digital skills to apply these insights at the right stage of the customer experience.