What is Complex Service Businesses

Brand-led transformation is about leveraging the power of a corporate brand to drive fundamental change within organisations. Focused on complex service businesses, the brand serves as the starting point for a systematic process of transformation that drives change down to the level of business operations. This ensures that the principles of the promise are experienced in every interaction that the company has with its customers. Organizations typically struggle with translating brand-led customer-centric strategies into tangible and specific change outcomes at the front line. This chapter melds a practitioner's view with current theory and offers pragmatic and proven approaches to translating these strategies into a framework and a methodology that drives direct customer and company benefits with successful enterprise-wide outcomes that impact the full business. In addition, this structured approach is complemented with insight into a deeper review of the role of agents of change and their impact on implementation across the organization.