Digital disruptors and the covid crisis have highlighted the importance of customer centricity. Business leaders clearly recognise their organisations need to be more customer centric and future proof them against ever-changing customer expectations, volatile economic conditions and aggressive digital disruptors. Business leaders want to understand how to lead culture change to be more customer centric, how to implement new ways of working and how technology can enable their strategy. Jonathan will talk about leading culture change to increase customer centricity, innovation and agility: Working backwards from customers Implications for operating models to empower small cross-functional teams. How companies like Amazon, Cisco and others reinforce and change their culture. Jonathan’s objective is to help leaders understand their critical role increasing the focus on customer centricity. Email Jonathan About Jonathan Jonathan Smare is a Partner, Strategy, Leadership & Innovation at DigitalWorksGroup. In his career spanning over 30 years at Hewlett Packard, Cisco Systems and Amazon Web Services Jonathan has led numerous large-scale transformations. A veteran executive and public speaker, Jonathan works with executives worldwide to share experiences and discuss strategies for their digital transformation journeys.

1. Leading culture change to
increase customer centricity
Jonathan Smare
Consultant on transformation and culture
DATE: Friday 4th
November 2022
UX Brighton

2. My background
• Business transformation
• Culture Change
• CFO & Strategy Roles
• HP, Madge, Cisco, AWS,
DWG
• Passion for racing classic
cars
© 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Confidential and Trademark

3. Putting customers at the centre of
everything
The Customer
Centric
Organisation
Amazon’s
Journey
Leading the
Change

4. Amazon’s journey
Mission : “we want to be earth’s most
customer centric company”

5. In today’s era of volatility, there is
no other way than to reinvent.
The only sustainable advantage
you can have over others is
agility.
That’s it.
Nothing else is sustainable.
Everything else you create
somebody else will replicate.
— Jeff Bezos

8. Putting customers at the centre of
everything
The Customer
Centric
Organisation
Amazon’s
Journey
Leading the
Change

9. The Customer centric organisation

10. What’s stopping organisations increasing customer
centricity ?
20th-century
organizations
Focused on
operational
excellence,
efficiency and cost in
a functional structure
Designed to scale
with stability
and predictability
Low customer
centricity, innovation
or agility
Lack capacity to
change the business
LOW FREQUENCY OF CHANGE

11. What can we learn from the new agile modern
businesses ?
HIGH FREQUENCY OF SMALL
CHANGES
New work cultures
•Customer centric
•Focus on Innovation
•Organised for Constant
change
New operating models
•Small cross-functional sprint
teams
•Internal startups/digital
outbreaks
•Partnerships and eco-systems

12. Disrupting customer experience
Improve
customer
experience
ZARA
Connect
customers
with
experiences

13. Use technology to increase agility
Data-driven
Decisions
Insight
Agile
Enterprise
Fast
Execution

14. Epic Games – a data driven customer centric business
• Real time analysis of gamer
satisfaction
• Constant feedback to designers
• Iterative changes to game
The most popular game played
in the world
250+ million players

15. Putting customers at the centre of
everything
The Customer
Centric
Organisation
Amazon’s
Journey
Leading the
Change

16. Leading the Change

17. Evolving your operating model and culture
Operational
Excellence
Top down
Functionally siloed
Centralized IT
Predictability
Stability
Customer Centric
Exec sponsorship
Cross functional
Business-embedded tech
Data driven agility
Fast iterative sprints

18. Your journey to a customer centric business
•Vision and exec focus
•Put customers at the centre of everything
•Focus on what really differentiates you
•Align investments to these priorities
•Small empowered teams
•Start small - think BIG