Customer centricity cannot sit within a single team. It only becomes concrete when employees throughout the organisation recognise the effect of their decisions on customers and take responsibility for the experiences they help create.
Aegon UK's approach to building a service-led culture starts with bringing customers into the design process at an early stage – making their needs and expectations tangible and giving every function the tools to turn insight into actionable change. This is the focus of its Connecting with Customers Programme, led by Claire Bristowe. Here, she explains how it works, sharing how the initiative has generated more than 39,000 hours of colleague engagement in under five years and the practical steps that made it possible.
Key themes:
- How direct customer engagement can change employee perspectives and influence behaviour
- Why involving customers at the outset of design can reduce wasted effort and improve outcomes
- How to embed customer ownership across functions with distinct priorities, responsibilities and ways of working
~
To watch more video interviews with thought leaders from our community, check out our Shorts series.
