Starter unikke kundeoplevelser i Marketing eller IT?
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This document discusses how marketing and IT need to collaborate more effectively to improve the customer experience. It notes that customers now expect instant, personalized experiences across any device. Both the CMO and CIO recognize the importance of digital transformation and technology, but they often have differing priorities. The document provides examples of how Rolls Royce and MHI Vestas improved collaboration between marketing and IT to better serve customers. It recommends that CMOs and CIOs establish shared goals focused on customers, create joint technology blueprints, use shared metrics, and hire bridge-building team members.
Starter unikke kundeoplevelser i Marketing eller IT?
- 2. Starter Unikke Kundeoplevesler i Marketing eller IT Does the Customer Journey Start with Marketing or IT?
- 3. A Presentation Journey CMO -CIO Case Studies: Rolls Royce MHI Vestas Day In The Life Of … 5 Business Benefits
- 4. What Are We Talking About? • Customer Information • Data • Technology • Analytics • Processes • Skills • Execution
- 5. Digital transformation is the next industrial revolution Industrial Revolution 4.0 Steam, water, mechanical production equipment Division of labor, electricity, mass production Electronics, IT, automated production Blurring the physical and the digital divide 1784 1870 1969 2016
- 7. Driven by the customer instant access on any device personalized experience anywhere at anytime nothing less than an outstanding service Shopper Trends
- 8. Mobile Has Changed Shopping Forever Shopper Trends
- 9. Shoppers Are No Longer Clueless Shopper Trends
- 10. Social media is directly influencing purchase decisions throughout the purchase path – as much as their family’s opinions, ads, and other media. 45% 44% 30% 25% 22% 20% 16% Q: which of the following aspects of social media influence your online shopping behavior? Shopping is more social than ever Shopper TrendsPwC Total Retail 2016
- 11. 86% of CEOs consider Digital their #1 priority CEOs believe technology will transform their business more than any other global trend Source: PWC CEO Survey Trends that will transform business, next five years (%) Technological advances Demographic shifts Shift in global economic power Resource scarcity & climate change Urbanization
- 12. Data has transformed the role of the CMO. Success relies on delivering critical insights to the front-line sales team in near real-time — transforming a mountain of data into actionable marketing and customer intelligence. – By 2017, the CMO will spend more on IT than the CIO. “ ” 12
- 13. CMO Budgets Grow
- 14. CMO Spending On
- 17. THE CMO – CIO Challenge
- 18. Accenture Nearly half (45%) of CIOs report that they put marketing IT near or at the top of their priorities Whereas 64% of CMOs think marketing IT is placed at the bottom of the CIO’s priority list. CMOs and CIOs have an obvious trust issue. “ ” 18
- 19. The Relationship
- 21. IT Frustration with Marketing
- 22. Why Working Together Doesn’t Happen
- 23. How To Collaborate? Shared Goals: Focus on The Customer Strengthen Partnerships: Create Marketing Technology Platform Blueprint
- 24. How To Collaborate? Shared KPIs: Establish shared KPIs and an end-of-the-year bonus modifier Build Teams: Hire people that can build bridges