Last year I met with the CEO of the BPAY Group, John Banfield. BPAY is a leading payment systems service provider with Australian banks and financial companies. John told me that from an early age he always wanted to ‘Make A Difference’ (MAD). He said his two boys play rugby at school against a number of much larger, intimidating players, some are almost twice their size. He urged them to think MAD — that is, “Make A Difference” with a tackle or a pass. To keep their focus he would write MAD on their hands to remind them particularly when the going got tough.
John says that he expects that of himself and others in his business. In particular to think MAD with a purpose. John has been transforming BPAY over the last 3 years leading all employees to “think customer”, which is a central corporate value, and make a difference through customer-inspired innovation throughout all parts of the business.
This includes the shared services functions such as IT and Finance where it is not always easy to create tangibility for a customer mindset. John said: “In these cases customers are employees for these functions. It is here that the values of “better together” and “think customer” connect. So shared services resonate by putting collaboration and customer together with internal customers. If they need to collaborate with three or four departments on a particular day, they sit together. This is particularly important because we are working to develop innovative new products with entrepreneurs and customers and keeping our eye on customer and culture is critical.”
Like all customer-centric leaders I know, John believes that the financial results are a consequence of what comes out of the customer experience and what is delivered that is valuable to customers. He says: “The numbers will come and our shareholders will be happy when our customers embrace the services we provide”.
This is the centerpiece of an innovative customer mindset and you have to want to ‘make a difference’ to implement it. To prove the point John and his team at BPAY have just introduced a new person-to-person payment product Osko by BPAY™.
More than 50 Financial Institutions are beginning to gradually roll out a whole new way to pay and get paid into their online and mobile banking. Osko will make payments faster, easier, and more convenient for consumers and business than ever before via any participating bank.
With customer-led innovation like this you end up with inspired employees, delighted and loyal customers and satisfied shareholders — the strong fundamentals of a sustainable business.
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MarketCulture Blog - Using a Customer Culture for Competitive Advantage 
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