Transforming Companies for Sustainable Growth in the Digital Age — In conversation with Beth-Ann Eason
As the business environment continues to transform, companies must reassess their strategies to excel in a digital-first marketplace. We are in conversation with Beth-Ann Eason, who emphasizes the importance of hyper-serving customers and leveraging feedback loops as key components of transformation. Her insights align with the broader concept of customer-centric innovation, where understanding and responding to customer needs drives sustainable growth.
Beth-Ann Eason is a seasoned executive with extensive experience in leading digital transformations at renowned organizations. She has a proven track record in developing innovative strategies that enhance customer engagement and brand loyalty. With a deep understanding of both the digital landscape and consumer behavior, Beth-Ann is uniquely positioned to discuss the intersection of traditional business practices and digital innovation.
Beth-Ann’s approach to transformation offers valuable insights for companies seeking to redefine themselves while remaining true to their core values. By integrating the principles of customer-centric innovation, organizations can navigate the complexities of digital transformation and ensure their long-term success. Her perspective not only highlights the significance of feedback in product development but also illustrates how companies can balance innovation with their foundational identity.
Beth-Ann, can you share your approach to how companies can redefine themselves with a focus on growth and leveraging new business lines through a digital lens? What specific strategies do you recommend for traditional companies looking to undergo a similar transformation? How can they balance innovation with maintaining their core values so that they thrive ‘today and tomorrow’?
“At the heart of transforming a company for sustainable growth is the imperative to on super-serve customers. In today’s digital world, one of the most significant advantages is the immediate feedback we receive regarding our products, processes, and systems. Companies that truly embrace this feedback loop — actively seeking product reviews and consumer insights — can continuously optimize their offerings.
“The first step is ensuring that you excel in your core business. It’s essential to understand the existing needs of your customers and to serve them exceptionally well before considering expansion into new lines of business. Once you have mastered your primary offering and built a loyal customer base, you can begin exploring growth opportunities. For instance, during my time at Epicurious, a renowned recipe site owned by Condé Nast, we faced the challenge of expanding while staying true to our premium brand identity.
“Instead of diluting our offerings with generic recipes, we focused on how our audience was using the site and leveraged technology to enhance user experience. We acquired a company called Ziplist, which provided a robust recipe box that allowed users to save recipes from anywhere on the web. This strategic move not only expanded our functionality but also aligned perfectly with the expectations of our passionate cooking audience, allowing us to grow without compromising our editorial mission.
“To ensure successful transformation, I recommend companies follow a few key strategies:
1. Keep the Voice of the Customer Front and Center: Always incorporate customer feedback into discussions about your business, product, and marketing strategies. This can be achieved through advisory boards, a strong sales and marketing team, or dedicated product leads who engage directly with customers.
2. Understand Evolving Customer Needs: Recognize the core needs your products meet and how these may change over time due to digital advancements. For example, consumers now want the ability to modify shopping lists in real-time based on recipe availability, which requires an agile digital response.
3. Stay in the Market: Constantly immerse yourself in industry trends and consumer behavior. Attend conferences, participate in webinars, and read extensively to grasp emerging technologies and their potential impacts on your core customers. Understanding these trends allows you to remain proactive in your approach to transformation.
“For inspiration, look at companies that are successfully reimagining themselves through a digital lens. Automotive companies are now positioning themselves as technology companies brands like Marriott have transitioned from merely offering rooms to curating comprehensive lifestyle experiences. They have successfully redefined their identity to embody the essence of exploration and lifestyle rather than just hospitality.
“In essence, by focusing on customer needs, embracing technology, and staying attuned to market dynamics, traditional companies can not only innovate but also ensure that their core values remain intact as they thrive in the future.”
Thank you for sharing, Beth-Ann.
Beth-Ann Eason is an inclusive and visionary board director committed to advancing women’s equality across diverse business environments. With deep expertise in digital media, she drives innovation for a competitive edge. Beth-Ann aligns business strategies with market demands, mentors aspiring women leaders, and shapes governance practices for sustainable growth. She thrives in environments that challenge conventional wisdom, enhancing futures for both companies and communities.
Connect with Beth-Ann on LinkedIn.
