It started with how we bring our products to market, how the products are designed and supported, and most importantly, what the future of the products may look like. This shift to supporting our customers has changed everything in our company. This is the transformation we have made in the last 4 years. That means we went from being a product-oriented organization to a customer-oriented organization.
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The process of transforming Extensis has been 100% driven by our customers. But the fact is that there is a difference between theory and reality. We didn’t know exactly how it was actually being used and how customers were interacting with our product.
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How exactly do I have to understand this externally driven change?ĭuring the first 25 years of our operation, all of our software was on-premises, located directly at the customer’s site on their servers. Toby Martin: “Looking at Extensis as it was four years ago and as we are today, you can see that it is no longer the same company.” So, it was now up to us to gain an understanding of what our customers expect from us, how and when. Otherwise, we risked becoming obsolete as a company. We realized that we had to take action to address customer needs. It was the explicit request of customers for an improved product experience.
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Software-as-a-service and cloud technologies were already more important to them. They demanded more ways to interact with us.
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Our customers were the drivers of change, initiating it. The transformation in our company started about 3 to 4 years ago and was not related to the Covid-19 pandemic. Has the company really reinvented itself? What was the catalyst for this? Was it the Covid-19 pandemic? Extensis, based in Portland/Oregon, USA, is a specialist in font and digital asset management and has completely changed within the last 4 years. Toby, it is my pleasure to have a conversation with you today about what “New Work” means to you and why companies today should, indeed must, be much more customer focused. The company is based in Portland, Oregon.
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TREND REPORT talks to Toby Martin, CEO of Extensis, a specialist in font and digital asset management.