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EXECUTIVE
SUMMARY
CompanieshavehighconfidenceintheirCXtransformations:isthisasignofpositiveprogressormistakenhubris?
Aseamless,customer-centered,advocacy-buildingcustomerexperience(CX)isthepursuitofnearlyeveryenterprise,andtheorganizationalleaderschampioningitarehotonthetrailtogettingthere.ThepastyearhasacceleratedtheneedforCXtransformationandtheoperationalnimblenessitisfoundedon,asdemandformoredigitalexperienceshasincreasedduetopandemicrestrictions.Atthesametime,thematuringpracticesofidentifyingcustomers,managingdata,andprovidingsomelevelofpersonalizedcustomerinteractionshasimprovedindigitalchannels,evenasthedataprivacyandidentitytechnologylandscapechangesyeartoyear.
CompanieswanttobegoodatCX,andmanythinktheyare.Infact,accordingtothisnewresearch,86percentofcompaniesbelievethattheirorganizationsalreadyunderstandandmeettheirmostvaluablecustomers’needs.Butconsumersaren’tsosure.AccordingtoMerkle’srecent
ConsumerSentimentreportin2020
,only35percentofconsumersfeltlikemarketingandadvertisingmettheirneeds.Mostcompaniesareproudofwhatthey’veachieved,butaccordingtocustomers,theystillhavealongwaytogo.WillCXleaders’overconfidencehindertheirabilitytomoveforwardproperly?
WhiletheCXvisionevolves,theabilitytoexecuteandoperationalizeCXinitiativesareanongoingandoftenelusivepursuit.Companies’abilitytooperationalizetheirefforts,whetherthatrelatestoresources,competencies,oracultureofsharedvisionandmeasurement,istheirmostsignificanthurdle.Tomeasurehowcompaniesareprogressing,Merkleconductedasurveyofmorethan800marketingandtechnologyexecutivesintheUSandUKtounderstandtheirperceptions.Merkleexaminedthreeareasoftransformationcriticaltosuccessfulcustomerexperiences:datatransformation,digitaltransformation,andorganizationaltransformation.
Manyofthefindingsseemedoverlyoptimisticandoverconfident,givenconsumerresearch.Thissaid,thegapsanddifferencesintransformationmaturityandprogressprovideaninformativelensonsettingprioritiesforthefuture.
MerkleReport:TheStateofCustomerExperienceTransformation 2
KEY
FINDINGS
90percentofrespondentsclaimthatconsolidatingconsumerprofilesisimperativetotheirorganization,butonlyabouthalfofthemarecurrentlyinvestingtocreatemorepersonalizedandidentity-basedexperiences.
Thebiggestlimitationstousingdataeffectivelyarerelatedtodataquality,expertise,andlackofagilepartnerships.
67percentoforganizationssaytheyhaveimplementedpersonalizationin3-6channelsand73percentuseinsightsfromonechanneltoinformtargetinginothers,butthelevelofmaturityinthatpersonalizationremainsinquestion.
31percentofmarketingandtechnologyleadersbelieveiftheydon’tgetCXtransformationright,theywon’tbearoundin10years,andanother12percentareunsure.Asurprising57percentdonotbelievegettingCXtransformationrightwillendangertheirbusinesslong-term.
86percentstatedthattheirorganizationsalreadyunderstandandmeettheirmostvaluablecustomers’needs,butconsumersdonotagree.
MerkleReport:TheStateofCustomerExperienceTransformation 3
INSIDE
Thisresearchexaminesthreeareasoftransformationcriticaltosuccessfulcustomerexperiences:
Datatransformation
Digitaltransformation
Organizationaltransformation
TheAdaptiveOrganizationDrivesValueinCustomerExperienceTransformation
Conclusion
InsightsfromCustomerExperienceTransformationExperts
Adobe:DataTransformation:TheHiddenOpportunityforBusinessesin2021
AWS:Cloud-enabledDataTransformationDrivesPersonalizedExperiencesatScale
Salesforce:NewBeginnings,NewChallengesandLeadingaPathForwardwithDigitalTransformation
MerkleReport:TheStateofCustomerExperienceTransformation 4
DATA
TRANSFORMATION
THESTATE
OFDATA
TRANSFORMATION
Thedeliveryofgreatcustomerexperiencesisdependentupontheabilitytocollect,understand,andoperationalizeunifieddataacrossalltouchpointsacrossmarketing,sales,commerce,andservice.DatatransformationisfundamentallyattheheartofCXtransformation.
Surveyrespondentsareactivelyinvestingintheirdatatransformationefforts.Resultsshowedthatidentity-basedsolutionswereimportanttocompanies,withmostrespondentsclaimingthatroughlyafifthtoaquarteroftheirmarketinginvestmentswereinidentity.Datahubadoptionwashigh,withapproximatelyhalfofcompanieshavingalreadyadoptedacloud-basedsolutionandthemajorityoftheremainderplanningtowithinthenexttwelvemonths.Executivesoverwhelminglyfoundconsolidatedconsumerprofilestobeveryimportant,althoughnotnearlyasmanybelievedthattheyhadachievedconsolidatedprofilesbroadlyenough.
Whenitcametofindingmeaningfulandvaluableinsightsfromcustomerdata,executivescitedmanychallenges,withthemostchallengingbarriersbeingdifficultyinmaintaininghighdataqualityandlimitedaccessandvisibilitytodata.Barrierstoapplyingautomationviaartificialintelligence(AI)andmachinelearning(ML)weresplitbetweenhavinganintegratedplatform,usingAI/MLinrealtime,andhavingtherightskillstoexecutetheautomation.
Intermsofbenefitsfromdatatransformationefforts,themostimportantwas“makingdata-driven,real-timebusinessdecisionsandprovidingabettercustomerexperience,”althoughrespondentscitedmostbenefitsoftransformationtobeofhighvalue.ITpractitionersweregenerallymoreengagedandconcernedwithachievingdatatransformationbenefitsovertheircolleaguesinmarketingandmarketingtechnology.
Whenitcametosuccessfullyimplementingadataanalyticssolution,havingaccesstotherightpeopleandresourceswascitedasabiggerroadblockthanfinancialobstacles.Forexample,lackofdataandanalyticsexpertise,partnersupport,andgainingconsensusamongstakeholderswerebiggerbarriersthanbudgetorbusinesscase.
MerkleReport:TheStateofCustomerExperienceTransformation 6
THESTATEOF
DATATRANSFORMATION
Companiesarecurrentlyinvestingabout20%ofmarketingtechnologybudgetsinidentity-basedsolutions;respondentsintheUKallocateslightlylessspend.
Whatpercentageofyourmarketingtechnologyspendisallocatedtoidentity-basedsolutions?
38%
UK
US
30%
26%
27%
26%
17%
10%
11%
6%
7%
1%
0%
0to5%
6%to10%
11%to15%
16%to20%
21%to25%Morethan25%
Overall,morethanhalfhave16%-25%oftheirmarketingtechspendallocatedtoidentity-basedsolutions.Thoseinmarketingtendtoallocatelesstoidentity-basedsolutions,especiallythoseintheUK,whilethoseinITtendtoallocatemore.
WeightedAverage%Allocated:
UK
17%
US
20%
MerkleReport:TheStateofCustomerExperienceTransformation
7
THESTATEOF
DATATRANSFORMATION
OrganizationsintheUSareaheadofthoseintheUKwhenitcomestoacquiringdatahubsolutions,predominatelyasaresultofprivacyregulationhurdles.
Haveyouacquiredanyofthefollowingdatahubsolutions?
UK
US
2%
10%
81%
79%
77%
11%
66%
67%
57%
55%
ofrespondentshavealreadymovedtocloud-basedsolutionsand40percentplantowithinthenexttwelvemonths.
84%
alreadyhavetheirexistingCRM/marketingdataonthecloudorplantointhenext6months.
CustomerRelationship CustomerDataPlatform DataManagementPlatform
Management(CRM) (CDP) (DMP)
MerkleReport:TheStateofCustomerExperienceTransformation
8
THESTATEOF
DATATRANSFORMATION
Consolidatedconsumerprofilesareviewedasuniversallyimportant,butonlysomeorganizationshavetakenstepstoconsolidatetheirdata.
Howimportantiscreatingaconsolidatedcustomerprofiletoyourorganization?
Ingeneral,ITputsmore
emphasisonconsolidating
consumerprofiles.
2%
8%
89%
Very/extremelyimportantModeratelyimportantNotatall/slightlyimportant
94%ofthosewithITresponsibilitiesintheUSthinkitisvery/extremelyimportanttoconsolidatecustomerprofiles,whichis6%higherthanmarketingand7%higherthanmartech.
WhichofthefollowingstatementsbestdescribeshowsophisticatedyourCRM/marketingcustomerprofilesaretoday?Weareabletoconsolidate…
59%
64%ofthoseinITstatedthatallCRM/marketingdataisconsolidatedintoasinglecustomerprofile,whichis9%higherthanmarketingand4%higherthanmartech.
33%
7%
AllCRM/marketingdataacross
SomeofourCRM/marketing
OurofflineCRM/marketing
ourorganizationintoasingle,
dataintoanincomplete
dataintoanincompleteprofile
centralizedcustomerprofile
customerprofile
butarenotabletoconsolidate
digitaldatatocreateaunified
customerprofile
MerkleReport:TheStateofCustomerExperienceTransformation
9
THESTATEOF
DATATRANSFORMATION
Dataqualityisthebiggesttechnicalbarrier,butchallengesspecificallywithAI/MLdifferbycountry.
Whichofthefollowingtechnicalbarriersdoesyourorganizationencounterwhentryingtogainmeaningfulinsightsfromyourdata?
Whatisyoursinglebiggestchallengeforautomatingorenhancingmarketingcapabilitiesviaartificialintelligence/machinelearning?
Dataisnotorganizedfor
easierconsumption
Limitedstorage
availability
Currentdataanalytics
processesaretooslow
Understandingwhatdata
ismostimportantto
decisionmakers
Dataintegrationisdifficult
andtimeconsuming
Dataisstoredin
disparatesystems
Limitedaccess/
availability
50%
39%
38%
38%
38%
35%
32%
10%
10%
Unsurehowto
29%
applyAI
Integrated
34%
platformstorun
AImodels
Abilitytodrive
real-time
40%
analytics/ML
Staffskillsets
31%
andbandwidth
23%
23%
UK US
MerkleReport:TheStateofCustomerExperienceTransformation
10
THESTATEOF
DATATRANSFORMATION
Benefitsrealizeddifferbyareaofresponsibility.
Howimportantarethefollowingbenefitswhenitcomestodataandanalytics?(Rankedextremely/veryimportant)
ITMartechMarketing
Amajorityofrespondentscitedallofthesebenefitsofdataandanalyticsasmoderatelytoextremelyimportant,butITrespondentsfeltmorestronglythantheirmarketingcounterpartsastothedegreeofimportance.
Providingabetter
Makingdata-driven,
IncreasingROIfrom
Generatinga
Improving
customerexperience
real-timebusiness
marketingtactics
360-degreeviewof
personalizationin
decisions
thecustomer
marketingoutreach
MerkleReport:TheStateofCustomerExperienceTransformation
11
THESTATEOF
DATATRANSFORMATION
ITtendstohavehigherengagementindatatransformation.
IT Martech Marketing
Allocatingover20%onmarketingtechnology
56%
50%
34%
spendtoidentity-basedsolutions
orplantointhenext6months
89%
82%
81%
ExistingCRM/marketingdatainthecloud
CRM/marketingdatainasingle
64%
58%
55%
centralizedcustomerprofile
Average%viewedbenefitsofdataand
86%
81%
78%
analyticsasextremely/veryimportant
MerkleReport:TheStateofCustomerExperienceTransformation
12
THESTATEOF
DATATRANSFORMATION
Lackofanalyticsexpertiseisthetopbusinesslimitationwhenitcomestoimplementation.
Whichofthefollowingbusinesslimitationsdoesyourorganizationencounterwhenattemptingtoimplementadataandanalyticssolution?
Lackofdataandanalytics
47%
expertiseinternally
46%
Lackanagile
47%
implementationpartnerto
supportchangingbusiness
44%
andtimetomarket
requirements
Gainingconsensusamong
43%
stakeholders
46%
Difficultydevelopinga
39%
compellingbusinesscase
40%
38%
Lackofbudget
30%
Noclearinternal
23%
UK
businessowner
19%
US
ComparedtoITrespondents(38%),martechrespondents(53%)placedagreateremphasisontheirlackofanagileimplementationpartnertosupportchangingbusinessandtime-to-marketrequirements.
MerkleReport:TheStateofCustomerExperienceTransformation
13
DIGITAL
TRANSFORMATION
MerkleReport:TheStateofCustomerExperienceTransformation 14
THESTATE
OFDIGITALTRANSFORMATION
Whiledataisthefoundationfordeliveringacustomer-centricexperience,itishowyoutakeactionuponitthatwillinformcustomers’opinionsofyourbrandandmeetyourbusinessgoals.Withcontinualchangesinconsumerbehaviorandagreaterfocusondigitalchannels,adeepunderstandingofyourcustomeriscriticaltodeliveringgreatcustomerexperiencesandachievingasuccessfultransformation.
Surveyedexecutivesoverwhelminglyfoundpersonalizationtobeveryimportantintransformingdigitalchannels,withrespondentsbelievingthatconsumersfounditsomethingtheyverymuchpreferred.Pastresearchalsoindicatesconsumersappreciatetheeasethatpersonalizationdeliversbutthereisalinebeyondwhichitfeelsinvasive,particularlyamongdifferentagebrackets.Understandingandstrategizingacustomer-centeredapproachwhenundergoingtheseinitiativesiscriticaltoitssuccess.
Mostcompanieshaveimplementedpersonalizationacrossmultiplechannels,withnocompaniesclaimingtobewithoutanypersonalizationatall,althoughwhatconstitutes“personal”isupfordebateanddeservesfurtherdiscussion.Forexample,personalizingthefirstnameofanemailisnolongerconsidered“personalization”intheeyesofmostadvancedmarketers.Mostcompaniesclaimthattheynearlyalwaysuseinsightsfromonechanneltoinfluenceanotherchannel,althoughthedegreeandefficacyoftheseeffortswasnotsurveyed.
Inembarkingontheirdigitaltransformations,respondentstendtostartwithmarketingautomationorwithreal-timeinteractionmanagement/personalization.Advertising,adtech,andmobileweretheleastlikelyplacestogetstarted.Withintheirtransformationjourneys,legacytechnologyandskillsetgapspresentedthehardestchallengesimpedingdigitaltransformation.LegacytechnologywasaparticularstickingpointforITprofessionals,moresothanamongmarketersormarketingtechpractitioners.
MerkleReport:TheStateofCustomerExperienceTransformation 15
THESTATEOF
DIGITALTRANSFORMATION
Organizationsbelievethatcustomerscareaboutpersonalizationandhaveimplementeditintheirtargetingandchannels.
TheUKtendstobebehindtheUSinbothimplementingpersonalizationinchannelsandutilizingitacrosschannels,astheytendtoseepersonalizationaslessimportantandarehinderedbytighterprivacyregulation.
Howmuchdoyouthinkyourcustomerscareaboutpersonalization?
2%
17%
80%
Notatall/ Amoderate Alot/a
alittle amount greatdeal
Howoftendoinsightsfromonechannelinformtargetinginotherchannels?
10%
17%
73%
Never/ Abouthalf Mostofthe
sometimes thetime time/always
Inhowmanychannelshaveyouimplementedpersonalizationintodate?
34%
33%
17%
8%
7%
1%
None
1to2
3to4
5to6
7to8
More
than8
MerkleReport:TheStateofCustomerExperienceTransformation
16
THESTATEOF
DIGITALTRANSFORMATION
Respondentstendtostartwithmarketingautomationorreal-timeintegrationmanagement/personalization,butthisvariesbyareaofresponsibility.
Wheredid/doyouplantostartyourdigitaltransformationefforts?
Marketingautomation
22%
Real-timeinteraction
18%
management/personalization
Analytics
13%
Website
12%
Unifyingcustomerdata
8%
E-commercestorefront
7%
Thoseinmartechandmarketingtendtostarttheirdigitaltransformationwithmarketingautomation,whileITprofessionalstendtofocusmoreonreal-timeinteractionmanagement/personalization.
Customapplications
7%
Mobileapps
7%
Advertising/adtech
6%
MerkleReport:TheStateofCustomerExperienceTransformation
17
THESTATEOF
DIGITALTRANSFORMATION
Legacytechnologyandskillsetgapsarethe#1challengesimpedingdigitaltransformation,butforthoseinIT,legacytechnologyisamoresignificanthurdle.
Pleaserankthefollowingchallengesintheorderinwhichtheyareimpedingyourorganization’sdigitaltransformationefforts.(%ranked#1)
LegacyTechnologybyAreaof
Responsibility
30%
Legacytechnology
26%
24%
23%
Skillsetgaps
22%
Rapidpaceofchange
19%
Companyculture
17%
Siloeddata
16%
IT Martech Marketing
MerkleReport:TheStateofCustomerExperienceTransformation
18
OPERATIONALAGILITY
MerkleReport:TheStateofCustomerExperienceTransformation 19
THESTATEOFORGANIZATIONALTRANSFORMATION
Ourresearchintheareaoforganizationaltransformationshowsprogresstowardthisgoalandalsoopportunitiesforimprovement.
ItmaybethatalackofclearownershipandasingleunifiedvisionofCXtransformationsuccessiscontributingtothemixedresults.Whileallleadershipandteamsmustexecuteonthatvision,theyneedtoalignaroundoneorganizationalownerwhoadvocatesforthecustomertotheenterprise,overseesprogress,andtakesresponsibility(goodorbad)forCXoutcomes.
RespondentsinourresearchweresplitonwhoownsCXwithintheirorganization,withtheCMOorVPofmarketingcontestingforthelead,andtheCIOaclosesecond.Answerscorrelatesomewhatwithwhowasasked:marketingandmartechprofessionalsmoreoftencitedtheCMO,whileITpractitionerstendedtoassigntheCIOwithownership.
Onamorepositivenote,respondentsdemonstratedagenerallystrongunderstandingof,andcollaborationaround,CXKPIs.Still,anotinsignificantpercentageofrespondentshighlightedpotentialtroublespots,suchasmultipledefinitionsofthesamemetric(36percent),differentteamswithdifferentKPIs(35percent),andlackofaclearviewofsuccessacrossinitiatives(27percent).
Lastly,whileresultsthroughoutthisreportdemonstrateastrongcommitmenttoimprovingkeydataanddigitalcapabilitiesthatdriveCXtransformation,respondentsalsoappeartoshowanoverconfidenceintheresultsofthoseefforts.Respondentsratedhighlytheirabilitytomeetcustomerneeds(86percent),andtheirentireorganizations’understandingoftheprofileoftheirmostvaluablecustomers(85percent).However,only35percentofconsumersconfirmthissentiment.
Thisoverconfidencemaybebehindanothersurprisingstatistic:only43percentofourrespondentscorrelatetheirsuccessatCXtransformationwiththeultimatesurvivaloftheirbusinessoverthenexttenyears.Overhalfofrespondentsdon’tseegettingCXrightasaffectingtheirfuturesurvival.PerhapsthesecompaniesbelievethattheyhavealreadysolvedtheirCXtransformationchallengesorthattheircoreproductorservice,sansexperience,isenoughtocutit.
MerkleReport:TheStateofCustomerExperienceTransformation 20
THESTATEOF
ORGANIZATIONALTRANSFORMATION
PerceivedownershipofCXtransformationdiffersdependingupontherespondent’srole.
Whoaretheprimarydepartmentsorleadersatyourcompanywhoown(i.e.,areresponsibleandaccountablefortheresultsof)customer-facingdigitaltransformation?
IT
Martech
Marketing
ChiefMarketingOfficeror
63%
VPMarketing
73%
68%
63%
ChiefInformationOfficer
56%
54%
54%
50%
51%
49%
49%
31%
51%
27%
26%
ChiefDigitalOfficer
E-commerce
28%
ChiefMarketing
Chief
ChiefDigital
E-commerce
OfficerorVP
Information
Officer
Marketing
Officer
MerkleReport:TheStateofCustomerExperienceTransformation
21
THESTATEOF
ORGANIZATIONALTRANSFORMATION
OnlyhalfofteamsarealignedoncoreKPIsandmetricsacrosstheirorganizations.
Teamsworktogethertoalignonacoreset
ofKPIs
Weunderstandtheconnectionbetween
individualcampaignsuccessandouroverall
marketingperformance
Wehavecleardefinitionsforeachmetric
Reportsanswerourbusinessquestions
Therearemultipledefinitionsofthesame
metricwithintheorganization
EachteamusesitsownKPIs
It’sdifficulttogetaclearviewofsuccess
acrossourinitiatives
Reportsdonotanswerbusinessquestions
22%
23%
47%
50%
45%
49%
46%
47%
36%
40%
37%
36%
33%
35%
31%
27%
UK US
MerkleReport:TheStateofCustomerExperienceTransformation
22
THESTATEOF
ORGANIZATIONALTRANSFORMATION
Sales,transaction,andwebsitedataarethemostusedtomodelLTV,butthoseinITtendtousetransactiondatamore.
Doyouuseanyofthefollowingdatatomodelcustomerlifetimevalue(LTV)?
TransactionalDatabyAreaof
Responsibility
68%
Salesdata
60%
56%
55%
Transactiondata
60%
Websitedata
57%
Customersurvey
49%
scores
Orderhistory
47%
Sentimentdata
31%
IT Martech Marketing
MerkleReport:TheStateofCustomerExperienceTransformation
23
THESTATEOF
ORGANIZATIONALTRANSFORMATION
Thevastmajorityofleadersbelievetheyknowandmeettheneedsoftheircustomer,butcustomersdisagree.
Over31percentofbrandsthinkiftheydon’tgetcustomerexperiencetransformationright,theywon’tsurvive.
believeiftheydon’tget
customerexperience
31% right,theywon’tbe
aroundin10years.
Another12percent
areunsure.
thinktheexperiencesthey’re
thinktheirentireorganization
86%
deliveringtotheircustomers
85%
understandstheprofileoftheirmost
meettheirneeds.
valuablecustomer.
Only73%ofUSmarketing
departmentsbelievethis.
MerkleReport:TheStateofCustomerExperienceTransformation
24
THEADAPTIVEORGANIZATION
DRIVESVALUE
INCUSTOMER
EXPERIENCETRANSFORMATION
Merkle’sresearchhasrevealedasizeablegapbetweenthesignificanceofcustomerexperience(CX)transformationamongmostcompaniesandtheimpacttheireffortsultimatelyhaveonbrandsentimentandbusinessoutcomes.
Behindthatgap,asthisandamanypreviousstudieshaverevealed,arekeyorganizationalhurdles–roadblocksthathavemoretodowithacompany’sfundamentalapproachandoperationalmindsetaroundtransformationthantheresources,capabilities,andtechnologiesitrequires.
Infact,itisanover-emphasisontechnologythatfrequentlyleadscompaniestounderestimatetheconsiderableorganizationalchangestheymustachievetomeettheirCXtransformationambitions.Asaresult,brandsoftenviewsuchchangesassimplyatasktheymustdo,ratherthanapaththeymustconstantlymap,travel,andnavigate.
MerkleReport:TheStateofCustomerExperienceTransformation 25
“Doing”digitalisnotatallthesameas“being”digital–aprocessofcontinuoustransformationthatrequires,atitscore,theabilitytobalanceandre-balancebusinessandoperationalstrategies,rapidlyandrepeatedly,againstever-acceleratingchangesinconsumerattitudesandbehaviors.As2020hascertainlytaughtusall,consumeruncertaintyloomslargeacrossourindustry’slandscape,whetherbornofahealthcrisis,financialdownturn,socialupheaval,orotheradversity.ThisdisruptioncreatesapressingspecterofundesirableoutcomesforCMOsandCXOswhocannotanticipatetomorrow’schangingmarketsandcustomers’needs,orwon’tarmtheirorganizationswithsupportforconstant,acceleratingchange.
Ontheotherhand,CMOsandCXOswhothriveinthefaceofthisuncertaintynotonlybringalaser-likefocustocustomerobsession,theyorient(andcontinuouslyre-orient)theirorganizationsandoperationsaroundthisnorthstar–notaroundanypre-definedstructures,systems,processes,andcorecapabilitiesthatcandeliverit.
Thisishardwork.Andittakesmorethanjustafewagileteamsworkingundertheradarinafasterandmoreefficientway.Itrequiresadaptivenessattheenterpriselevel,whereallthefunctionsrequiredtodeliverthedesiredcustomerexperiencearefunctioningasaconnectedecosystem,andthebusinessisalignedtodeliverthis.Itrequiresabusinesstoharmonizewhatareoftendisparatefunctions,changinghowpeopleworkanddrivingoutputsthatmatter–morequicklyandcollaboratively.
It’sagooddealofworkthatcomeswithagreatmanyrewards:adaptiveorganizationsgrow3.2xfasterthantheindustryaverageandcansustaincompetitiveadvantagethroughacultureofgrowth.Afoundationofagilitypairedwithafocusonmarket,technology,andorganizationaladaptivenesscanenableproductandmarketingorganizationstoskatetowherethepuckisgoingandgrowbetterpreparedtoimprovecustomeroutcomes.
Thisfuturestate,however,isn’tsomethingthatjusthappens;it’ssomethingCMOsandotherleadersmustactivelycreate.Toshowhow,the
2021CustomerExperienceImperatives
providesahigh-levelroadmaptobuildingoperationaladaptiveness.
Whatwewishtoemphasizehere,though–andwhatthisresearchhasrevealed–isthatbrandsmuststartdownthatroadwithawell-defined,company-widecommitmenttothisenduringeffort.Theremustbeaclear-eyedreckoningamongCEOs,CMOs,andotherleadersthattherearenoshortcutstoCXsuccess;beingadaptiveiscriticaltothesuccessofC
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