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The Role of Technology: Co-creating Financially and Technologically Sound Business Cases

In this episode we meet Nicola Collister and Simon Norrie, co-founders of Custerian, an innovative and well established People Change Agency. In this fast paced and broad ranging discussion, we look at how by focusing on customer outcomes, and co-creating financially and technologically sound business cases, they have helped a range of business achieve their  business goals.

We discuss the role of technology, the importance of accurate and accessible data and where and how AI can play a role in helping businesses deliver memorable and sustainable customer experience.

Nicola Collister

Nicola Collister

Custerian CEO & Founder

Senior Executive who has worked with ftse 100 companies for over 25 years across a variety of industries including: Financial Services; Retail; Logistics; Education; Pharmaceutical; Utilities and Technology. Operating on or with Main Boards to transform businesses profitability, by identifying, refining and refocusing the entire business on delivering the customer brand experience that creates the greatest level of sustained competitive advantage – often funded from OpEx savings.

With a long track record of service innovation across multiple sectors, often involving pioneering use of new technology and strategic vision, backed by a pragmatic ‘return on investment’ focus. I have the breadth of capabilities and depth of delivery experience to not only create transformative business solutions, but also to deliver them in ways that reduces cost, drives drastic shifts in financial performance, whilst improving the quality of colleague & customer outcomes - enabling a continuous change of ‘efficiency & effectiveness’ improvement culture.

I have created and run Service Solutions at scale - covering 127 sites (logistics) and 9 sites (contact centre’s) at any one time, encompassing over 10.5k people. I have also worked in Commercial and Technology/IT Delivery roles in retail and logistics. I have run Group Change / Transformation teams, built over 12 new sites (many award winning) created new head offices and innovation hubs to drive cultural change. Working in very complex, often unionised, poorly integrated legacy businesses to enable enduring transformations.
More recently working with a PE company on an M&A strategy and plan - completing the formation of a new services company, completing 5 acquisitions, integrating the businesses alongside building solid foundations for the future rollup strategy.

Simon Norie

Simon Norie

Custerian Empathy Creation Specialist
One of the things that struck me as strange as a brand led, data driven, marketeer (understanding why people do things individually, so you could get them to buy from you in preference to a competitor, more often at a better margin), was why so much time, effort and money was spent creating the external view of a brand... But so little was done to leverage by far any companies greatest asset - ITS PEOPLE.

People make or break brands and to help they need to feel they can contribute to it an way that makes them feel good. Be supported by process's (including IT/IS) and ways of working that make it easy for them to 'serve' the brand to the customers who want to 'consume' it.

This all starts and ends with a clearly articulation of your PURPOSE, which is made of of two key parts. Emotionally why deal with you and what value is being created, for who at what cost.

Create the right level of alignment between the PURPOSE anything exists for and the outcomes is is delivering though Colleagues and you dramatically increase efficiency (less cost) and effectiveness (more revenue).

Yet so many plough on with misaligned colleagues trying to do a good job without understanding the purpose they come to work for. Hindered by functionally created process and legacy approaches to ways of working and systems.

For me whilst others talk about Customer Centric Digital solutions. The real winners will be the ones creating PURPOSE let PEOPLE powered outcomes, that meet consumers needs, when they need to be met, how they need to be met, where they need to be meet.

People are not a cost to be removed from most business's. They are the most valuable resource you have, that needs to be skilled, honed and enabled.
Gerry Brown

Gerry Brown

Customer Lifeguard Chief Customer Officer
Gerry Brown, aka The Customer Lifeguard, is on a mission to save the world from bad customer service. He helps businesses save customers at risk of defecting and breathes life into their customer service operations and customer experience strategy. Gerry has provided organizational leadership on people development, business transformation, customer engagement and technology enablement for some of the largest companies in the UK, Canada, and EMEA. These include National Express, Nutricia, The Royal Albert Hall, Endsleigh Insurance, O2, Screwfix, Sage, Sky, Bell Canada and TELUS. He is a frequent speaker, chairperson, panellist and facilitator at conferences, webinars, company events and other business gatherings, where his many years of business and customer service experience provide stimulating, thought-provoking engagement and audience participation. He is also a published author and his new book When a Customer Wins, Nobody Loses is available on Amazon to help business leaders to create winning and memorable customer experiences.

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