Tag: Collaboration

Customer-centric culture – only a buzz word?

Is customer centricity only a buzz word?

“Many companies pay lip service to being customer-centric, but don’t actually put it into practice. When used primarily as a buzzword, it’s no surprise the results are only buzzword-deep” says the Marketoonist and shares some data: The CMO Council found that “only 14 percent of marketers would say that customer-centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization.”

I wonder whether one of the reasons might be that it is left to the marketing people and not approached in a multi-functional way?

See his cartoon below and read on at Marketoonist.

If you are looking for a way to place audiences at the centre of your organisation, have a look at Tear Up the Audience Rulebook – a transformational workshop methodology developed and facilitated by InsightUnlocked in collaboration with Sally Manuireva Consulting. 
Find out more  or get in touch. 

5 things that are everyone’s job in cultural organisations

A great post by Colleen Dilenschneider highlighting the importance of cross-departmental collaboration for developing audiences. Her 5 things are:

1 – Understanding audiences is everyone’s job
(Not just Marketing/Communications)

2 – Inspiring people around your mission is everyone’s job
(Not just Education)

3 – Creating a satisfying experience is everyone’s job
(Not just Visitor Operations)

4 – Reaching new audiences is everyone’s job
(Not just Programs or Community Engagement)

5 – Cultivating a community of supporters is everyone’s job
(Not just Membership)

Read the article Stepping out of silos

4 trends to keep in mind if you want to develop and sustain new audiences

Do you want to develop and sustain new audiences? Then cross-functional collaboration is essential.

Here is a great post from Know-your-own-Bone about it:

4 Trends That Cannot Be Delegated To Departments Within Cultural Organizations

These trends are:

1) Integrating market research is not up to the Marketing Department

2) Achieving diversity and inclusion is not up to the Human Resources Department

3) Underscoring your mission is not the sole responsibility of the Education or Programs Departments

4) Securing philanthropic support cannot be achieved solely by the Development or Membership Departments

I am sure you can name more examples – leave a comment if you have any thoughts.

The silo mentality – as prevalent now as in the 80s?

We might be tired of the term (I can see eyes rolling…), but it seems that the multitude of communication tools hasn’t fundamentally changed the issue. And arts organisations (at least the bigger ones) are as guilty as business.

Here is a related cartoon by the Marketoonist and an HBR article that suggest to revive the GE Work-out process to overcome the silos.