Last week I had the pleasure of listening to Andrew Hargreaves, Director of Marketing Communications, speak about the transformational journey of change that UCAS is currently on.
Aside from some of the Higher Education sector specifics, which went a bit over my head, Andrew delivered one of the most engaging, funny and honest presentations I’ve seen in a long, long while. Here are three things he said which I thought were really cool, and I’m going to put into practice at The Growth Hub:
1. Fix one thing every 30 days
Each manager at UCAS has a ‘fix-it list’ – a collection of issues, challenges or barriers that need sorting out. There are 10 fix-its on each manager’s list and the target is to tick one of them off by finding a permanent solution, every month. You can start by tackling the ‘quick-wins’ to give yourself more time for the harder stuff, or go in with the big guns and make huge strides of progress, really quickly.
The reason this idea is so cool is because it makes shifting the rocks in the road, seem totally manageable. Roll forward a year and you’ll have sorted out 10 major blockages. What’s not to love?
- Culture: The culture at UCAS is ‘to be the conscience of the customer’.
- Analysis: For UCAS this relates to tracking digital movement and behaviour, analysing it, and making marketing decisions that are based on data.
- Rational: On a basic level, when a customer calls UCAS, is the service decent?
- Emotional: On an emotional level, how does the customer feel about their experience with UCAS?
This is a useful model that any organisation can think about when embarking on Change. What is the culture, how will you analyse your customers/markets/services/performance, what are the rational and emotional connections you want to make?
3. Take responsibility for outcomes, not functions
At UCAS there are a group of managers who are responsible for results, for outcomes, for delivery. They are not responsible for functional areas of the business. This means that when they are solving a problem, they have absolute clear sight of what needs to happen, and the freedom to remove ‘management distractions’ and disregard hierarchical constraints when they need support from other teams or managers. Being responsible for an outcome sure does focus the mind.
Other than this presentation, my most recent experience of UCAS was when I bought media space from them for a digital campaign last year. I thought they were well organised and impressive. It’s interesting to hear about the inner workings of any organisation but the candid approach from Andrew made it even more exciting. I look forward to following UCAS on its travels and am pretty sure the road ahead will be a pleasant one.