New job titles such as Chief Digital Officer and Customer Experience Officer can help companies with their digital transformation, but there’s a risk they just create a new generation of silos in the business.
That was one of the conclusions from Adobe’s Speed Talk Event at its Breakfast Briefing on the first day of the Dmexco digital marketing exhibition and conference in Germany (Adobe is CMO.com’s parent company). The session brought together bloggers and consultants Jerry Silfwer from Sweden and Frédéric Cavazza from France, and was moderated by SEO expert Marcus Tandler.
Responding to a question about the need for companies to appoint a Chief Digital Officer to help them cope with the changing digital ecosystem, Cavazza pointed out a CDO might be able to do things a CMO couldn’t.
“A CMO can align a lot of things around brands, campaigns and products,” Cavazza said, “but digital transformation isn’t just about that. If you want global transformation, you need a global guy.”
And Silfwer pointed out a potential risk.
“Customer Experience Officer sounds a pretty cool title, but there’s a risk of creating yet another silo,” he said. “Plus it can feel like a PR trick.”
Tandler asked Cavazza and Silfwer for actionable advice on how to progress with developing a holistic customer experience. Cavazza said that companies should carry out a satisfaction audit across all touchpoints with their customers, and then match it against where they generate most value. Silfwer argued that firms had to remember to proceed one customer at a time.
“You can’t win over 1000 customers if you can’t win one,” he said. Finally Tandler asked about the state of mobile readiness of businesses in Sweden and France.
“You’re never really channel ready,” Silfwer replied. “It’s an ongoing quest to make every channel a “Wow” experience for customers.” And
Cavazza argued it’s not where firms are that matters, but how far they can go.
“The argument that my company doesn’t need mobile is for rich markets only,” he said. “In places like Asia it’s mobile or nothing. We need to follow them.”
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