Delivering for customers and the push to realise value: customer experience as the competitive edge

Growth is the lifeblood of any business, and with the backing of private equity, the potential for expansion and success is amplified. However, navigating the competing pressures isn’t always straightforward, from meeting ambitious growth targets and maintaining profitability to preserving the core values that define your business.

For leaders and practitioners, especially those experiencing rapid change, it can sometimes feel like you’re navigating these challenges alone; invariably, you will have a mandate (and sometimes a regulatory or legislative imperative) to deliver customer-first thinking which focuses on good outcomes, while simultaneously being tasked with removing cost and creating value.

This isn’t to suggest any mutual exclusivity – these concepts absolutely co-exist in many PE-backed organisations, but how do you look at them holistically while traversing the best route to achieving both?

This is where the right customer services partner—a true ally—becomes not just a convenience, but a critical asset. Connecting with a partner who provides a level of pragmatism and has first-hand experience of your challenges allows your business to continue to enhance the customer experience in a way that creates tangible

The complexities of growth with private equity backing

Private equity brings both capital and pressure. It accelerates your business trajectory but also demands a relentless focus on performance, returns, and scale. While the financial backing is invaluable, the demands can sometimes lead to decisions that feel contradictory to the essence of your business, particularly when it comes to customer experience and company culture.

So, what are the key challenges?

• Balancing growth and customer experience: PE firms often prioritise rapid scaling, which can (if the organisation does not operate under the understanding that customer experience is a measure of value) inadvertently shift focus away from the customer experience. Maintaining a high standard for customers while meeting aggressive growth targets can be a delicate balancing act
• Pressure to demonstrate value: There may be quarterly targets and / or reporting deadlines to hit, strategic pivots to make and, often, a ticking clock to exit. This pressure can lead to short-termism, which may lead to decisions which are misaligned from the purpose of the business. Ironically, it is probably the purpose, vision and culture of the business which resulted in acquisition in the first place
• Navigating strategic uncertainty: The path to growth is rarely linear. Market conditions change, competitors evolve, and unforeseen challenges arise. In these moments, strategic uncertainty can cause even the most seasoned leaders to second-guess their decisions
• Internal strain: Rapid growth can put pressure on internal resources, from unintended pockets of pressure, the effect of this on staff and potentially strained systems and processes. It’s easy to get lost in the bustle and lose sight of the internal health of the company and the wellbeing of the team
• Maintaining core values amidst change: As businesses grow and evolve, there’s a risk of losing the very ethos that made the company successful in the first place. Preserving core values during periods of change is essential but can be challenging under PE influence

The value of a true partner: going beyond outsourcing

In this high-stakes environment, having a partner who understands the intricacies of PE-backed growth and how customer experience can be used to deliver value is transformative. Some factors which will make a supplier a true ally in your journey include:

1. Providing a safe haven for honest conversations: One of the most valuable aspects of having a true partner is having a safe space for honest, unfiltered conversations. When you’re feeling the strain of growth expectations or are uncertain about strategic decisions, a partner who is at the end of the phone, ready to listen, advise, or simply provide a sounding board can be a game-changer. A relationship where the supplier is not there not to judge, but to support, helps you navigate through difficult periods and offers insights that are rooted in experience and empathy.
2. Strategic insight with pragmatism: An ideal partner brings a wealth of experience and knowledge around the challenges that come with PE-backed growth. They can help you anticipate obstacles, offer proven strategies and provide actionable insight that keeps your business on course. When competing pressures come to the fore, you need your partner to provide constructive challenge from a place of genuine insight and experience in order to plot the path forward – knowledge of delivering customer service solutions which add measurable value for PE-backed firms will help you focus in on the improvement initiatives which create the largest impact. They can also help you to build a business case which demonstrates the value you will derive from any investment in customer experience.
3. An extension of your team: An effective partner is integrated into your journey. They are an extension of your team and deeply understanding of your business, culture, and goals. They share your triumphs and setbacks, and their success is intrinsically tied to yours. This level of connection and commitment is invaluable when navigating the complexities of PE-backed growth.
4. Crisis support and beyond: The journey of growth is filled with highs and lows. A true partner is not just there during the planning phases; they are also there on an ongoing basis and in moments of crisis, providing the reassurance, guidance, and actionable support needed to weather the storm. When your focus wavers or your team feels overwhelmed, this partner steps in—not to take over, but to uplift and refocus efforts on what matters most: your customers and your core values.
5. Long-term vision over short-term gains: Unlike some partners who might be purely profit-driven, a true ally is committed to your long-term success. They understand that enduring value is built over time and are willing to invest the effort and resources to get there alongside you. Their advice isn’t swayed by short-term profitability but is grounded in what will drive sustainable growth and resilience for your business.

Building a partnership that thrives

The relationship between a business and its partner is much like any other: it requires trust, communication, and a shared commitment to common goals. When seeking a partner to support your PE-backed growth, look for those who:

• Share your vision: They should understand and align with your business ethos and long-term objectives.
• Are accessible and responsive: A true partner is available when you need them, providing support at a moment’s notice, whether it’s a strategic review or an urgent crisis.
• Offer expertise and empathy: Beyond their technical knowledge, they should bring empathy, understanding the pressures you face and providing support that’s as human as it is strategic.
• Are invested in your success: They see your victories as theirs and are committed to helping you not just survive, but thrive, even in the most challenging of times.

How do we harness the power of partnership in a PE-Backed world?

For those navigating the complexities of growth with PE backing, the journey can sometimes feel isolating. But with the right partner, you’re not alone. This isn’t just about outsourcing; it’s about forging a connection that is invaluable, a partnership built on trust, shared goals, and the unwavering belief that together, you can turn challenges into opportunities and ambitions into achievements.

In the fast-paced world of PE-backed growth, where every decision can feel like it carries the weight of the future, having a true partner by your side can be the difference between merely surviving and truly thriving. Seek out that ally, cultivate that connection, and embrace the power of partnership to not only navigate the challenges but to rise above them with confidence and clarity.