This report opens with an attention-grabbing message about the risk to those companies – and their leaders – that ignore the digital wave. It incorporates examples and case studies (many of which we hadn’t read about before) to bring the topic to life.
Unlike most competitor content on digital, the report focuses on what companies actually need to do to become digital; the suggestions are understandable and actionable, and feel grounded in experience.
A final lesson to others is in how North Highland has used survey data to support the messages it wishes to convey – and not as the lead element as we see too often.
Opening with an impressive list of contributors provides a strong incentive to read on. But PA Consulting doesn’t stop there; the firm continues to intrigue the reader and effectively sell the benefits of this publication. We wanted to know more after reading: “Half of the senior executives we spoke to told us that their ideas had failed for entirely avoidable reasons.”
Resilience doesn’t just depend upon the insights of external contributors. The four authors are introduced early on and it’s easy to see them as approachable people who are genuinely interested and experienced in innovation. In addition, survey data is effectively analysed to identify the traits of ‘outstanding innovators’. Readers are encouraged to apply the most insightful questions answered by respondents to their own organisation—this approach drives engagement and makes what follows meaningful.
Starting with the cover page, Korn Ferry Hay Group makes a compelling case for why this piece of thought leadership is well worth the reader’s time. It’s a strong argument that continues on to pages 2 and 3 where we are introduced to external experts who were heavily involved in the report; highlights of related research; an iteration of what the reader can expect in return for her time; and a call for readers to make the link between employee engagement and customer experience.
And the report definitely delivers on its promise. Making the most of an engaging writing style, an attractive presentation, and well-told real-world stories, Korn Ferry Hay Group explains what it really takes to create a customer-focused engagement programme. Looking beyond the main report, the firm’s use of linked case studies and other related content is among the best we’ve seen.