The human side of consumerisation

Consumerisation has become a hot topic in the hallways of many large organisations. New products and changes in consumer behaviour are bringing these companies into much closer and fundamentally different contact with their end-users than before.

Organisations that have traditionally operated in highly regulated, B2B environments, relying on gatekeepers to reach their end users, must now also directly engage consumers who are proactively seeking information and doing their own research.

Consumerisation is not only about customer-centricity; it means re-orienting the entire value chain.

• • Development has to aim for new outcomes.
  • Production and distribution are becoming more flexible to deliver seasonal variations and smaller market segments.
  • Commercial functions must learn to sell to end-users.
  • Data and insights have to flow in new directions.
  • Organisational identity must evolve alongside all of this.

Many companies have embarked on this journey throughout history, and there are lessons to be learned from them.

If you are working in strategy, capability building, or mind-setting in an organisation that is working on becoming more consumer-oriented, this symposium is for you.

At this symposium, you will hear from organisations at different stages of the transformation, their challenges, and how they are approaching change:

• We will hear from GN Group on their journey from being a purely hearing aid professional gatekept business to moving into consumer electronics.
• From Coloplast, Anne Hauberg-Lund, Head of User Experience, will talk about how Coloplast operates across the entire user journey in the highly commercialised medical products market. Stine Houmann Nielsen, Commercial Development Senior Manager, will share how Coloplast co-created a workshop format with Workz, allowing senior commercial leaders to explore competitor perspectives and anticipate their tactics.
• Finally, you will get hands-on with a learning game we recently developed to introduce consumerisation thinking to Novo Nordisk.

Come ready to share your insights into building a consumer-oriented mindset and re-orienting organisations more broadly.