According to the findings of “Leaders of Change” survey by EIU (Economist Intelligence Unit), gathered from 288 respondents (senior executives) “the focus of change management have shifted from cost conscious to more emphasis on growing market share and preparing for the future.
Sales and marketing also get more attention.
As the chart shows below, the external drivers of change varies from industry to industry. For example, for consumer goods company, competitiveness is top on the list (56%), follows with customer demand (44%) and desire to increase market share (51%).
We should put customers front and center. Because without customers, there won’t be any revenues – or business. Take note of this. Today’s customers are asking for more – better quality, service, variety of different products.
This driver of change, customer demand, can impact no matter the sizes of your business from large all the way down to micro small business. With social media tools at their disposal, they have more power to say what they like and don’t like. The thing is they carry their microphones around. For companies they can no longer have the luxury to control their messages. Ignore them, they’ll take it to the web. One vocal customers in 2010 reached 1375 people. (click on image for larger view).