Improving the omnichannel experience
Posted: Sat Dec 21, 2024 4:56 am
The chief marketing officer (CMO) is evolving more towards chief experience officer. The new CMO will have far-reaching responsibility for the total customer experience, across all touchpoints and channels. I see it in my daily practice as leader of IBM's iX, which helps clients realize interactive end-user experiences. It is also evident from the recently published report ' The Modern Marketing Mandate ', for which more than 2,000 CMOs worldwide were surveyed.
It is striking that the phenomenon of disruption has somewhat faded into the background for CXOs and marketers, as the CMO report shows. The approach to groundbreaking products and services is more from the perspective of practical opportunities and possibilities than from the threat. I see such pragmatism around me too. The experience of people is probably more important than a purely technologically oriented product innovation.
The approach to groundbreaking products and services is more from the perspective of practical opportunities and possibilities than from the perspective of threats.
Customer Experience
The CMO will increasingly collaborate and think along in realizing the right product and brand experience, according to the researchers. Three concepts stand out that should make all this possible:
experience , the right experience for the end customer
value , value for the organization
culture , a customer-oriented corporate culture
The CMO can play a key role in all these aspects, and within iX we see that more and more marketers are claiming that position.
Culture is one of the most important aspects of customer-oriented thinking and working, and at the same time the most difficult to change. From a CXO perspective, it requires a clear mandate. Technology can help with this. For example, in the context of better collaboration and the ability to share information, but also when it comes to the availability and ability to analyze data from various sources.
Also read: Go for good Christmas gifts: start with data-driven marketing
Product design
Design thinking proves its worth in developing products and services that match the customer's wishes and requirements in terms of experience. It forces you to start with the end user in the entire product development process. From idea, design and prototype to a solution that actually comes to market. The great thing is that various disciplines are represented in this process: sales, design, technology and marketing.
Design thinking is so fundamental that organizations must develop the necessary competencies in this area themselves or seek support in this skill .
Five to-dos
The Modern Marketing Mandate lists 5 fundamental to-dos for today’s marketers:
growing sales
digitally innovating the customer experience
a transparent return on investment of japan telegram data marketing initiatives
creating a customer-oriented corporate culture – partly by sharing internal successes in this area
the cmo must-do list, top 5 priorities
Cherish 'human savvyness'
My personal message to the CMO is, despite all the focus on technology and data, to continue to cherish the ' human savvy '. The modern CMO will add value through a combination of data-drivenness and artificial intelligence, but also room for serendipity and the human ability to sense or estimate things. Certainly within the design-thinking process.
The Modern Marketing Mandate is based on the findings of IBM's Global C-suite Study and can be downloaded here .
It is striking that the phenomenon of disruption has somewhat faded into the background for CXOs and marketers, as the CMO report shows. The approach to groundbreaking products and services is more from the perspective of practical opportunities and possibilities than from the threat. I see such pragmatism around me too. The experience of people is probably more important than a purely technologically oriented product innovation.
The approach to groundbreaking products and services is more from the perspective of practical opportunities and possibilities than from the perspective of threats.
Customer Experience
The CMO will increasingly collaborate and think along in realizing the right product and brand experience, according to the researchers. Three concepts stand out that should make all this possible:
experience , the right experience for the end customer
value , value for the organization
culture , a customer-oriented corporate culture
The CMO can play a key role in all these aspects, and within iX we see that more and more marketers are claiming that position.
Culture is one of the most important aspects of customer-oriented thinking and working, and at the same time the most difficult to change. From a CXO perspective, it requires a clear mandate. Technology can help with this. For example, in the context of better collaboration and the ability to share information, but also when it comes to the availability and ability to analyze data from various sources.
Also read: Go for good Christmas gifts: start with data-driven marketing
Product design
Design thinking proves its worth in developing products and services that match the customer's wishes and requirements in terms of experience. It forces you to start with the end user in the entire product development process. From idea, design and prototype to a solution that actually comes to market. The great thing is that various disciplines are represented in this process: sales, design, technology and marketing.
Design thinking is so fundamental that organizations must develop the necessary competencies in this area themselves or seek support in this skill .
Five to-dos
The Modern Marketing Mandate lists 5 fundamental to-dos for today’s marketers:
growing sales
digitally innovating the customer experience
a transparent return on investment of japan telegram data marketing initiatives
creating a customer-oriented corporate culture – partly by sharing internal successes in this area
the cmo must-do list, top 5 priorities
Cherish 'human savvyness'
My personal message to the CMO is, despite all the focus on technology and data, to continue to cherish the ' human savvy '. The modern CMO will add value through a combination of data-drivenness and artificial intelligence, but also room for serendipity and the human ability to sense or estimate things. Certainly within the design-thinking process.
The Modern Marketing Mandate is based on the findings of IBM's Global C-suite Study and can be downloaded here .