On putting the customers front and center in business transformation

The idea of a transformation brings to mind change that leaves something looking differently than it did before.

When it comes to business transformation, this involves a shift in the experience for customers and associates, or employees. So during a design process, putting those people at the center of everything from the beginning is key.

That was a takeaway during a session at last week’s Introduced by Technical.ly featuring AmerisourceBergen Senior VP of Customer Operations Devetta James and Kip Wetzel, a principal at Navigate who leads the digital and strategic design practice. The conference was part of the daylong event at Philly Tech Week 2019 presented by Comcast.

Focusing on human-centered design, the session reflected how a day that was focused around tech and innovation was just as much about people.

Wetzel and James, who led a foundational shift to transform the customer onboarding process at the global healthcare solutions company, spoke about the importance of the mindset behind bringing change.

Keys for mindset in business transformation from Devetta James of @Healthcare_ABC and @kipwetzel:

-Define why you need to change and ensure it resonates
-Think about the experience you would want to have
-Put the customer at the center; empathize#Intro19 #PTW19 pic.twitter.com/gZePyZLCBF

— Technical.ly Baltimore (@TechnicallyBMR) May 9, 2019

There were lessons that can apply across all business. James talked about the importance of centering customers — which includes speaking with them and other associates from the start via interviews.

“Before you design anything, understand what their experience is right now,” she said.

That not only helps to shape what will be transformed, but sets up a foundation where there is a voice and a role for them in the process.

James posed a flip of the script: Instead of coming from the leaders, the source of change can be those who will be on the front lines of the process.