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Do you look like
you say you do?
An interesting learning during our years of experience during change and transformation has been how change "looks" to both the internal organization as well as to its external customers. As often they look significantly different from what those audiences perceive, before and after the change.
The result has been the addition of a practice area within Cambiara Group called the Visibility Group.
Internal Market Visibility
Successful change requires an ongoing dialogue with its people, not just an announcement of the intended change and a due date. Since the ROI of any change project is dependant on the adoption of the change, its speed and overall sustainment, the engagement of its people is critical.
Change and transformation is much more than a technology installation with "communications & training"... it's listening and coaching leadership to interact meaningfully with consistent tools that reinforce their messaging.
Our Approach To Internal Market Visibility
We approach internal visibility during change in the same way a marketing department would in releasing a new product or service... as it affects people's response, adoption and ultimately their interest in remaining as an ongoing "customer".
Many organizations experience an increase in staff turnover during periods of change and the core cause of this turnover points typically to poor or weak "leadership"... which typically means poor or weak communications.
External Market Visibility
While not always the result of a change initiative within an organization, many of our clients choose to refresh their external visibility on a regular basis..
As markets change, buyer demographics change and advances in available media tools evolve our Visibility Group is often embedded with company marketing teams or even functioning as their marketing team.
As our team is typically integral to the development of a company's internal "brand" we are often involved in developing and supporting the external brand as well.
Some Powerful Insight
Today's buyer's primary place for research and "feel" for their purchasing decision, comes from a seller's website.
Current statistics indicate that:
- 95% of potential buyers to online research before anything else
- 62% will use website information as part of their buying decision, followed by peer discussions
- 87% of potential buyers would pay a premium for a supplier with an excellent website.
All said, today's product and service providers' image, personality, creativity, competence and trustworthiness are all critically presented in their website and their media presentations.... and employees react the same way!
Our Approach To External Market Visibility
While technology makes it easier for us to identify today's prospective buyer, the challenge can be in the value and accuracy in that data that technology provides. AI has limits.
Our Visibility Group will use available online data to create an initial foundation of understanding for buyer demographics and patterns, but we will optimize that data through our own network of developed insight connections. We will also overlay our years of industry experience to bring context to that data for your business.... to drive a more unique value proposition that resonates with your market.
What Does Our Visibility Group Do?
Our approach to "visibility" in any organization is from a strategy, tactical and sustainment perspective, and from the internal organization as well as the external face to to your customer.
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