We often see companies that want the best of both worlds – they want innovation strategy, but they also want a roadmap to success, mapping out every step from inception to design and delivery.

It could be said that uncovering new opportunities for growth and innovation isn’t even the hardest part, it’s finding the level of commitment, the actual ponying up of time and resources dedicated to pursuing these opportunities, that hinders tangible results.

One way these companies might be able to have their cake and eat it too, is through the interplay between internal and external design teams. Using this combination might be the fast track to achieving their goals in both arenas, but only if the pairing is managed correctly.

Utilise your existing resources

In-house design teams are great for enabling the quick wins. They know the nuances of your company and add swathes of experience and domain specific knowledge. The creation of a collaborative work environment that uses internal staff to facilitate and disseminate insights is a key ingredient to the success of a project’s goals.

However, while utilising the benefits of your internal resources, it would be remiss not to be aware of the pitfalls as well. Working solely with an internal team almost always manifests the natural tendency to mitigate risk through fear of internal conflict. If not addressed, this is a real problem that can paralyse true creativity.

Don’t be afraid to outsource experience

Agencies develop teams that have layered and complementary skills and broad portfolios of knowledge that can only be gained from experiences over a range of industries. Through operating in a diseconomy of scale, specialist firms tailor their unique processes to ensure the delivery of sustainable and dynamic business models.

Get a fresh perspective

We exist in an age where ideas are no longer isolated to their origin, but rather resemble constantly evolving organisms – and the management of these living, breathing entities involves a blend of specialties that is unique to agencies and mostly absent in large organisations. Agencies have a unique essence and ability to facilitate these combinations of talent and aptitude, and apply them where necessary – a concept at the core of design thinking.

This approach has been proven to drive competitive advantage and reveals compelling customer insights for organisations across a broad range of industries. We know that true customer centric transformation occurs from within, so ensuring a harmonious interplay between internal and external teams is essential to achieving success.

Make it work

For this to happen the whole board needs to be, for lack of a better term, on board. Governance and red tape are the kryptonite of effective Customer Experience initiatives. So make sure if you are going to go on the CX mission you have your top brass there to support it all the way.