Marketing Team Transformation: Human Centered Approach to Customer Centricity

Problem statement: Our client realized their mindset and resources were too product focused (inside out).

Approach: We implement a series of virtual and live sessions to transform the entire marketing team (85 ppl) to shift their thinking to ‘outside in’ in their design of resources, communications, and tools. Teams worked on stakeholder mapping (hierarchy of needs), empathy mapping, Jobs to be done workshops, Value proposition canvas for value co-creation, story narratives (replacing personas) and ideation sessions for redesign. Teams also learned about the value of adopting reflective practice.

Impact: Customer centric approach starting with the practice of cognitive empathy along with new Design thinking methods are now applied at the beginning of new design. Teams use collaboration and iteration to generate new resources that will ensure the needs of customers are met. Adopting the practice of including an empty seat at the table in their design meetings to ensure the story narrative is considered, and end user needs are met. Using the story narratives they created of a ‘day in the life’ of their stakeholders, helps to ensure respectful caring communications about ‘customers’ (patients and health care practitioners) and prioritize the needs of those stakeholders.