Extract from Altimeter Report
Collecting societies need to be more involved in the overall digital transformation of their businesses because they are the ones who understand the customer best.
This is a key idea from two recent reports – " Marketing Managers: Define Your Role in the Digital Transformation of Forrester and" Altimeter ": 39 state of the digital transformation "[free, registration required]. .
Get a seat. The subtitle of the Forrester report sums up its main message to marketers: "Get a seat at the table, control your customer's experience."
"Many marketing directors are not necessarily part of the executive committee," the author of the report. and analyst Thomas Husson said in an interview "and [too] many of them do not really play an active role in the digital transformation process."
D & After the Forrester report.
One of the reasons that he found: the addition of additional roles following C, such as chief of the experience or head of the clientele. Among the brands that strongly involve their marketing manager in the digital transformation, they added, include Southwest Airlines, JetBlue, Netflix, Lexus, Nike and Coca-Cola.
Customer experience. When the DSI and the IT department take the lead in digital transformation, Husson emphasizes that the focus is more on "improving processes and efficiency and reducing costs. " Many CMOs, on the other hand, have the customer experience of their business. , and are likely to put more emphasis on what the customer sees and does.
As an example of what collecting societies can add, Husson suggested that the addition of chatbots for customer service be more focused on streamlining processes. only to ensure that customers are satisfied, if the ISD is the only one to lead the transformation of this department.
The CMO should not "necessarily direct the execution or be entrusted with new responsibilities [to] to the detriment of the other members of the C -Suite", he said, "but I think that the more the CMO is involved, the more the customer experience is authentic, inspiring and engaging.
Of course, CMOs already have a lot to do to transform their own sharing, marketing, but CMOs could inject "brand values and goals everywhere," he said. as "orchestrator and coordinator of customer experiences."
"The Ultimate Ambassador." Forty-one percent of organizations Tell Forrester that the marketing is the primary owner of the customer experience in their organizations.
Forrester's advice to collecting societies: immerse yourself in digital transformation, start by transforming your own marketing approach, create " an ambitious culture of hybrid teams. "turn your company's brand values into employee values as this nurtures the customer experience and" you consider to be the ultimate ambassador of the company. " 39, customer experience
Extract from the altimeter report
Study of the altimeter. Another new report, the fifth annual edition of Altimeter, "The State of Digital Transformation," indicates that a successful transformation effort requires "a leader with a broad organizational competence ". It indicates that CIOs own or sponsor digital transformation initiatives for 28% of respondents. for his research, while CEOs play this role of leadership for 23%. According to the report, in North America, only 201% of digital transformers own their digital transformation.
The Altimeter report highlights one of the main reasons why marketing managers could be very useful: 41% of companies make investments without appealing to their clients. research.
Why You Should Care According to the Altimeter report, the main drivers of digital transformation are growth opportunities, which were cited by 51% of respondents and, for 41%, by increased competitive pressure. These statistics indicate the main reason for the digital transformation: turn the experience into something that customers expect and appreciate – and prevent the competition from reaching it first.
Technical staff must play a major role in how this is done, marketers are the ones who can best inform about what the new experience should present and how. Taken together, these two reports give an idea of how best to meet the challenge of digital transformation by thinking of customers.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the Author
Barry Levine covers the marketing technology of Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and directed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.