Expleo’s UK Quality MD Stephen Magennis asks whether a明确的目的will help change a brand’s relationship with customers. Is purpose the secret ingredient for motivating employees and unlocking growth potential in a highly competitive market?
制定增长战略的老办法是在固定的四年期间设定目标，然后朝着这个目标稳步前进。
Nowadays, looking too far ahead could prove a hazardous approach. The speed of technological change in today’s highly-competitive marketplace – compounded by the deep uncertainty around geopolitical concerns such as Brexit and globalisation – mean that a straight-line strategy is likely to flat-line pretty quickly. The reality is that the world outside your business will be moving faster than your own world, leaving you vulnerable to stagnation.
跟上步伐的最好方法之一——最好是设定节奏——是确定业务的核心目标，然后用它来指导您的增长战略。第一步相对容易。您希望对您的客户和更广泛的社会产生什么积极影响？例如，在Expleo，我们相信我们自己存在的理由帮助企业利用技术变革改善世界各地人民的生活。
Empathy as a growth driver
将这一目标纳入增长战略的核心更具挑战性。与其用扩音器来传达你的宏伟计划，不如对客户旅程的曲折做出积极的反应。通过采用他们的视野，你会发现新的扩张领域，而这些领域以前并不属于你自己。此外，改善客户旅程对业务也有好处经验证的机会增加收入，降低服务成本。
当然，要实现你的目标，你首先需要让你自己的人适应办公室外的世界。将我们自己的核心目标转化为激励和激励员工的源泉，是我们在Expleo非常重视的事情。我们邀请我们的团队超越技术的内在运作，并时刻关注其对社会的日常影响。简单地说：站在终端用户的立场上感觉如何？
关心是可以的
例如，我们的mobile payment experts非常满意地知道他们正在做的工作意味着“客户可以利用最新的支付技术，受益于更方便和无缝的交易，无需频繁的身份验证请求，为他们节省了大量时间”。
她的同事帮助开发了一个全球供应链系统for a global music corporation that will deliver cost savings and also ensure that the artists get the credit and royalties they are due. “By having a robust system in place, the music corporation and the artists can continue to invest in making new music,” he said. “I am proud that my work is playing a part in protecting musicians and moving culture forward.”
At Expleo, our growth plans for 2020 include being a consultancy industry leader and partner of choice for our clients. We’re taking steps to create greater development and career opportunities for our people, while building a profitable growth-based company on behalf of our stakeholders.
At the heart of this strategy is the need to feel satisfaction and pride in the work we do, and the value we deliver. By revisiting those emotional drivers regularly – and making purpose and awareness part of the company culture – we aim to embed a more adaptive and proactive growth strategy that will benefit our business, people and customers alike.
