Customer-Centricity: Easier Said Than Done
Our COO Markus Paul shares his insights from DPP’s Leaders’ Briefing. What this gathering showed was that companies shouldn’t create solutions just to impress but to fulfill customers’ needs. While adventuring in the fascinating world of media, everyone should always remember to innovate.
Sometimes, a great example from an entirely different industry helps you rethink your own. At the DPP Leaders’ Briefing in London, Giordano Koch from HYVE/Qvest opened with an anecdote about deodorants. He shared how a deodorant R&D team had spent countless hours perfecting the duration of their product’s effectiveness—how long it keeps you fresh. But when they dug deeper into customer needs, they discovered something surprising. What people really wanted wasn’t a longer-lasting deodorant; they wanted one that doesn’t leave stains on their clothes.
This story hit me like a ton of bricks. How often do we as media professionals—or tech vendors—focus on solving the wrong problem? We think we’re being customer-centric, but are we actually listening deeply enough to what they really need? (What was the first thing I did when I got back home? I bought myself a non-staining deodorant. 😉)
London, DPP, and reflections on customer-centricity
London was its usual vibrant self during my visit to the DPP Leaders’ Briefing 2024. The event itself was packed with some of the sharpest minds in media tech, sharing insights on where our industry is headed. Over two days, I scribbled pages of notes, learned from thought-provoking panels, and even managed to take a detour to Sudbury Hill (pro tip: always double-check your metro line).
Despite all the talk about innovation, AI, and partnerships, the recurring theme that stood out to me was customer-centricity—and how it’s both widely announced and, honestly, often poorly executed.
We talk about customer needs like they’re at the center of every decision we make. But are they really? Broadcasters and vendors alike, myself included, often fall into the trap of doing what’s convenient for us. We focus on technology that we think is exciting, or solutions that are easy to implement, without stepping back and asking: What does the customer actually need?
Customer-centricity in practice: my dilemmas
At the conference, broadcasters raised the need to rebuild content supply chains to make them more flexible and efficient. APIs and integrations were key buzzwords. The message was clear: broadcasters want tools that work seamlessly, but they also want vendors who truly listen.
This hit close to home. At Media Tailor, we pride ourselves on being a partner rather than just a vendor. But even I’ve had moments where I catch myself thinking about what’s easiest for us to deliver, instead of what’s most impactful for the customer.
The challenge is that customer-centricity isn’t a one-way street. Broadcasters also need to be willing to open up their plans and goals. Too often, we find ourselves in situations where customers simply “order” technology without sharing how they want to use it. Without visibility into their strategies, we can only guess at how to design solutions that truly meet their needs.
The discussions on AI highlighted a similar gap. Sure, AI can do amazing things, but is it solving the problems our customers actually face? Broadcasters spoke about the disconnect between editorial teams and tech teams—a lack of shared language that prevents progress. They need tools that bridge this gap, not just flashy features.
What stood out at DPP
This event, organized by DPP, is a true epicenter where over 30 major media organizations gathered to network and share exclusive insights into their priorities.
Being there was a huge opportunity to show the industry who we are and how we help other companies thrive. But more than that, it was an opportunity to learn.
Here are a few moments from the conference that really stuck with me:
- Focus on agility: Broadcasters need proof-of-concept (POC) projects to test and validate tech quickly. Sitting on legacy systems while planning for a perfect solution isn’t practical. At Media Tailor, we are committed to making this happen more in the future. Agility is key, and the communication lag between vendors and broadcasters will not come from our side.
- The generational gap: The average attendee age was 50+. One keynote speaker pointed out that if leadership doesn’t understand the next generation, how can they lead the change? This was a wake-up call, not just for broadcasters but for all of us.
- Collaboration over competition: Broadcasters and vendors often act like opposing sides, pointing fingers. But what if we co-created solutions together? This isn’t just a “nice idea”—it’s something we will actively enable through workshops and closer collaboration.
On top of that, one observation from the event was that many European broadcasters seem to be lagging behind Nordic companies in adopting modern technology. While this gap might seem like a criticism, it’s important to recognize the context.
In the Nordics, the audience for content consumption has always been smaller compared to major European markets. This has forced broadcasters and tech vendors in our region to adapt sooner, embracing innovations like IP workflows, agile processes, and cloud solutions simply to stay competitive.
In larger markets, success can sometimes hinder innovation. Why change what’s already working? But as Giordano’s deodorant story reminds us, success doesn’t mean you’re solving the right problem. And in today’s rapidly changing media landscape, staying still is not an option.
The takeaway for Media Tailor—and me
For me, DPP wasn’t just about hearing these ideas—it was about realizing where we at Media Tailor can do better. We talk about partnership instead of a vendor relationship, but are we always delivering on that promise?
The discussions also reinforced some of the opportunities in front of us:
- Agility and POCs: We are dedicated to offering fast, impactful POC projects that help broadcasters adopt modern tech quickly and effectively.
- Workshops for alignment: We will organize events where customers’ editorial and production teams work directly with tech teams to align on needs and goals. Bridging that gap is a priority for us moving forward.
- Sustainability: One overlooked theme at the conference was sustainability. Broadcasters must elevate this on their agenda, and I believe we can lead by example. Maybe it’s time we join the DPP Sustainability Programme?
- Competitive advantage in the Nordics: The unique challenges of our market have prepared us to offer efficient, modern solutions that could help European broadcasters leapfrog into the future.
But beyond these actions, the biggest lesson for me was this: I need to keep asking myself whether we’re solving the right problem. Are we focused on making the deodorant last longer—or making sure it doesn’t leave stains?
Final thoughts
Customer-centricity is hard. It’s messy, and it’s personal. It requires constant reflection and a willingness to admit that we don’t always get it right.
But the more we listen—really listen—the better chance we have of building solutions that truly make a difference.
If any of this resonates with you, please ping me. Let’s explore if we can help solve your challenges with a lightweight POC or start a conversation to tackle something bigger. After all, collaboration is the key to progress—and I’d love to be part of yours.
