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 AustralianMarketing Institute (AMI) and Deloitte, indicated many
Australian 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 paperGet
on
58 | theceomagazine.comBOARD