The CEO Magazine Asia — December 2017

HAVING THE BOARD PRIMED FOR ACTION RATHER

THAN REACTION CAN BE THE DIFFERENCE BETWEEN

A POWERFUL BRAND AND A MEDIOCRE ONE. WORDS • PIP STOCKS

W

e intuitively know that customer

experience is what keeps clients truly

engaged. This is particularly important

in the current climate; in a time of rapid

change, the way businesses create and nurture an

emotional connection with their customers is more

crucial than ever.

It’s unfortunate then that results from recent ‘Board

Effectiveness’ research, issued jointly by the Australian

Marketing Institute (AMI) and Deloitte, indicated many

businesses in all sectors are reacting slowly to disruptive

change. The report, undertaken by the Australian Institute

of Company Directors, also showed that those adapting

their models are generally doing so out of a competitor

response – because someone has already beaten them to it.

This disconnect between what customers are seeking and

what businesses are providing stems from the board and

upper management, the paper showed, noting that “the

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