Forbes: Components Of A Culture Of Continuous Improvement

This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.

Building agility into your team’s approaches can help your organization adapt to fast-changing conditions from within or even external ones. A key part of this that has benefited many of my consulting clients over the years is prioritizing a continuous improvement culture.

Much of my work with organizations involves finding ways to build continuous improvement into new marketing technology implementations, marketing operations enhancements or supporting larger digital transformation efforts. Thus, I have experienced both the challenges of not having continuous improvement and the benefits of having it in place. But what does it really mean to embrace continuous improvement, and how is it perpetuated in the enterprise? Let’s explore a few aspects of a culture of continuous improvement.

Regular Feedback Collection

First, feedback collection is an integral component of a culture of continuous improvement. These involve systematic review sessions—sometimes called retrospectives—where teams reflect on past activities, identify what worked and what didn’t and plan how to improve for the next cycle. Regular retrospectives can encourage transparency and reinforce a team’s commitment to ongoing improvement. Feedback collection can extend this concept to gathering customer insights, which can then provide valuable data on areas needing enhancement.

For instance, a marketing team might implement regular retrospectives by holding biweekly review meetings where members share their recent experiences and outcomes from different campaigns. Customer experience teams can also utilize automated tools to gather continuous feedback through surveys and product usage data after customer interactions. Analyzing this feedback can help these teams adapt real-time strategies to enhance customer satisfaction and loyalty.

This article was written by Greg Kihlström for Forbes Agency Council. Read the full article here.