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Episode 58 – Building a thriving culture from the outside in with Tom Wedge and Marcus Swalwell 

Show Notes

When companies put the customer at the heart of their business and empower employees to improve the customer experience, they form stronger relationships with satisfied customers.
Marcus Swalwell and Tom Wedge worked together at a large optometry firm, owned by Novartis. They transformed the company by putting customers at the heart of the business, using a variety of methods from forming a virtual board of directors made up of customers, to encouraging employees to work in customers’ shops so they could see the business from their perspective.
By implementing these practices, they improved their customer relationships and become the supplier that customers most wanted to do business with.
Takeaways from Pia and Dan
  • Customer focus can galvanise an organisation from the outside in.
  • Involving everyone in crafting the vision can lead to a real sense of ownership and accountability.
  • Metrics can drive employees to achieve customer-centric goals.
  • A culture of positivity and customer centricity can improve climate.
  • Personal development can help create a common language and mindset without requiring excessive funding.
  • Employees are often let down by the conditions behind them, rather than their own competence.
Meet the guests
Marcus Swalwell Initially marketing Gaviscon at Reckitt & Colman, Marcus joined Novartis consumer medicines, then contact lenses and cataract surgery products leading in the UK, Germany, Australia, Japan and Switzerland. CIBA Contact Lenses grew from £20m to £80m in 5 years, from fourth place to market leader with over 70% share of new contact lens wearers. Focussed on best practices to provide outstanding customer service, the 150 team members engaged in many creative ways. In 2003 CIBA Vision was chosen by UK opticians as the company they much preferred to do business with, was Management Today’s B2B Service Excellence winner and was one of the Sunday Times’ top 11 best companies to work for in the UK. Tom Wedge After Information and financial systems development at IBM and IT consultants, Tom revolutionised the high volume order and shipments processes at CIBA Contact Lenses becoming Operations Director then Sales Director to bring intelligence to processes and team working across the company. Seamless team and systems integration of an acquired company boosted the capability and customer base of a much expanded team. Using Quality systems (ISO, Six Sigma) he focussed on best practices to provide truly outstanding customer service appreciated by customers, team members and recognised by Management Today as UK’s B2B Service Excellence winner.
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