Putting the customer first to drive growth

Our client, a global financial services firm came to us with a question:

“How do we ensure our marketers are putting the customer first to drive growth for our business?”

They asked us to help identify and build the skills needed in their marketing teams from top to bottom for the business to meet its growth ambitions.

We began by assessing current skill levels, and uncovered insights into where they could improve. This informed our approach to lifting the capabilities of their 1000 strong marketing team.

We developed a programme at two levels – an ’expert’ leadership journey and an ‘advanced’ journey that sought to bring the capabilities across the 1000-strong team to a high performing level.

Developing leadership capabilities 

The ‘expert’ leadership journey focussed on the performance transformation required of both leaders and their teams. This included an immersive three-day face-to-face event with keynote speakers, round-table discussion and scenario-planning sessions. Marketing leaders tackled complex commercial challenges whilst building a charter for performance transformation and personal plans for inspiring others and creating a customer-centred culture.

Leaders were supported beyond the workshop with external stimulus presented as bite-sized resources. Line managers had coaching support to role-model the performance transformation required.

Supporting the whole team to put the customer first

The experience for the full marketing team was designed to help them put deep, commercially effective and efficient customer relationships at the centre of what they think, feel and do. It was also designed to ensure they understand their impact on the firm’s overall performance. 

We delivered a highly interactive, blended learning programme that combined classroom & virtual learning. A practical element helped participants uncover customer insights. The programme was enhanced by growth practices for line-managers. These enabled line managers to better support and engage their teams, to improve ongoing knowledge retention.

Inspiring marketers to change

Marketers scored an average of 4.3 out of 5 for how inspired they were to start changing what they do in their day job following to the programme. Participants saying they understand true customer insights went from 60% before the programme to 91% afterwards. 

Find out more about what we do to lift leadership capabilities and get in touch to talk to our team.





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