In the second of our five-part video series on the Future of Customer Experience, Bronwyn van der Merwe, general manager APAC for Accenture Interactive's design service's business Fjord, discusses the 'Living Business' thesis with AdNews editor Rosie Baker.
The digital transformation of virtually everything requires businesses to transform and reinvent themselves as 'living businesses' which in turn requires leaders to inspire and effect the mindset change of those they lead, van der Merwe says.
"Changing people is a really difficult thing to do," she adds.
Living businesses have four key characteristics: personality, instinct, relationships and craft that van der Merwe expands in the video. She also extrapolates on the three key goals of a living business: to create outstanding employee experience, develop a customer-centric approach and foster a culture of innovation among all employees.
This video is part of the 'Future of Customer Experience' series in partnership with Accenture Interactive.
Also in this series see managing director Accenture Interactive ANZ Michael Buckley talk about connected creativity, read more of Buckley's thoughts on the new kind of marketer required for today's landscape, read Architects of the New Marketing - an interview with Irwin Lim, Accenture Interactive Marketing Services Lead ANZ, and more of van der Merwe's thoughts on the Living Business thesis.
And listen to a special edition of the AdNews Podcast where Buckley and van der Merwe have a wide- ranging chat with Rosie Baker about how to deliver highly personalised micro moments that are cool not creepy, experience marketing, service design and the rising tide of liquid expectations. Find out more about Accenture Interactive.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com