UK Business Leaders Struggle to Balance Demands of Employees, Customers and Citizens; Majority Believe They Could be Doing More to Positively Contribute to the Lives of Citizens

Reflecting the struggle to balance all three groups and understand the connection between them, 7-in-10 (71 percent) of leaders believe that employees have an increasing influence on their business and over three quarters (76 percent) say unlocking employee creativity is vital for growth. However, 66 percent also feel that making a positive impact on society will be the key to their organisations succeeding in the future, whilst 77 percent state that the organisation must always put the customer first in order to be successful. This tension is further highlighted when looking at the factors leaders believe will define their success, most (60 percent) cited “achieving financial growth” as most important, while the need to have a good reputation (48 percent) was also deemed vital. The majority of business leaders also recognise the need to be able to rapidly respond and adapt, with 73 percent saying that business agility will be critical for future success.

Rupal Karia, Head of Public and Private Sector for Fujitsu UK & Ireland, said: “The world has transformed dramatically in recent years with organisations across all sectors feeling the effects of this change. More than ever, UK business leaders are recognising that true success will come from adopting a holistic approach: serving customers’ needs, unlocking the full potential of their workforce and ensuring a positive societal impact. It has become clear that the three groups are intrinsically connected with an organisation’s ability to influence the wider world through the employees and customers they engage with. Yet worryingly, throughout the study, there is uncertainty about the future and nervousness about whether their organisation is taking the right approach to each group. The pressure is on – as all three have huge influence on the future success of an organisation, it’s understandable that world business leaders find it challenging to manage this.”

The importance of making a positive impact on society comes through strongly in the study, with 8-in-10 (80 percent) UK leaders saying it’s essential to their organisation that they are trusted. But coming through even more clearly are the challenges organisations face in achieving this. Almost three quarters (73 percent) of respondents believe that society has become more critical of the business community over the last three years, while 65 percent admit their organisation could be doing more to positively contribute to the lives of citizens. However, highlighting that leaders struggle to see the connection between influencing employees and customers in order to change society, over half (54 percent) of respondents state that they do not believe that their organisation can make a big social impact. With an eye on the challenge ahead, 64 percent of leaders know that, to be successful in the future, they need to change their organisation’s approach to have a positive influence on the world.

When exploring what they need to help them address this challenge, many pointed to the need to utilise digital technology, something 62 percent of leaders say will be vital to helping them have a more positive impact on society in the coming years. While a further 73 percent connected the dots between the need to foster the right culture to make such an impact on the wider world, stating that “building and maintaining a creative and collaborative culture is key to having a positive influence on society.”

Rupal Karia continues, “Across the UK, organisations – whether private or public – face a multitude of socioeconomic and technological challenges, and over the last few years we’ve witnesses businesses in every industry grapple with what the future might mean for them. We recognise that digital technology plays a vital role in achieving a balanced approach in which, all three groups – employees, customers and citizens – are positively affected by an organisation. As such, UK business leaders need to view all groups as one because the capacity to “do good” for employees, customers and citizens should lie at the heart of any organisation. Only by making a positive difference to people – all people – will you achieve success.”

To download the full report, please visit: www.fujitsu.com/success

Date: 18 October, 2018
City: London