Roadmap to Digital Excellence
Customer centricity: process of stronger customer orientation
Companies need to change and optimize their interaction with customers. This is because customers today contact companies via many different channels and devices - from a phone call with customer service to an email to the sales manager. This means that marketing, service and sales interact with one and the same customer. It is therefore important that these departments have access to the same customer data and information. Marketers refer to this ideal state as a 360-degree view of the customer, which can only be achieved if all customer data is aggregated across all devices and channels on a central platform. CMOs who put the customer at the center of their attention and use the corresponding new technologies in the company will be more successful.
Customer experience: creating unique customer experiences
The successful CMO understands or analyzes their customers and gives them a unique brand experience. Together with sales, they create a perfect shopping experience by building a brand relationship through a series of real-time connections across multiple touchpoints with the company or product. These touchpoints or sales channels can be the web store, an email, a social media channel, personal recommendations or a store. Traditional sales, services and marketing tools are increasingly outdated. They are simply not able to meet the growing demand for coordinated cross-channel customer interaction. Companies need to go on a buying journey with their customers. In order to do that, CMOs need to understand what customers have done, what they will do and most importantly, what they are doing. As a result, data is becoming increasingly important, necessitating a comprehensive approach for businesses.
Data analytics: data is the new gold of the 21st century
Data is becoming increasingly important and precious and is the new gold in the digital age. Customer data goes far beyond pure e-commerce transactions and has great explosive power. This is because the new quality of customer insights not only serves to quantify or characterize, but can also change the entire direction of a company by providing insights into the innermost customer needs. In addition to new data analysis methods, companies are increasingly relying on digital communication and sales channels, with brands operating in a transparent and complex digital environment that enables every consumer to provide immediate feedback on a product, service or company via blogs or social media networks. These communication processes need to be proactively and purposefully integrated into the marketing mix. CMOs need these skills themselves and cannot (completely) outsource digital marketing.* Marco Englert (MBA) is a manager, consultant and coach and focuses on management innovations for the sustainable control of increasing dynaxity and digital transformation. As Chief Marketing Officer (CMO) and Executive Director, he is responsible for modeling and implementing management strategies at Motodox GmbH. He has excellent research and leadership know-how and is a certified specialist for brand communication, online marketing manager, digital sales manager, employer brand manager and manager for agile organizational development (Quadriga University).
