Many companies are facing significant challenges due to the rise of the connected consumer. As the needs and aspirations of the consumer have increased so has the need for organizations to respond to these increased demands and to transform themselves.
There are numerous articles and books on this topic and I have consolidated the leading thinking in this area into my top 10 list. This list reflects the key pillars that I believe are fundamental for how the marketing function can support business transformation in the age of the consumer.
Here are the first five. I will share the remaining five in a follow-up post.
Leadership is about defining the long-term direction of the company and providing a working environment that enables and empowers the organization to successfully achieve their goals. Key qualities include; a very clear definition of the long-term goals of the organization and the journey it will take to get there, consistency in how this is expressed and a very transparent and pragmatic approach to how company progress is shared both internally as well as externally.
Marketing considerations; employ a journalist who can help craft the story, position your vision as a journey and share progress through employee and client stories that bring it to life.
2.) SOCIAL PURPOSE
An organization’s social purpose is becoming increasingly influential and needs to be part of the overall brand promise. This is important both internally as well as externally and will become a growing part of a customer’s decision process in the future.
Marketing considerations; ensure brand / company values reflect a social purpose, develop a specific social program by which all employees can participate and implement initiatives that enable the social purpose to be embedded in day to day working,
A brand promise is no longer enough to convince an audience of the values and merits of an organization’s product or service offering. Consumers are now relying very heavily on the experience of other users to determine the viability of a brand. A wealth of information is available as individuals share their experiences through social and e-commerce channels. Brand reputation is now the cornerstone for future commercial success and every organization needs to recognize that how it acts is now more important than what it says.
Marketing considerations: start with employees and build a culture that can successfully deliver the brand proposition by focusing on the 4 S’s of play to people strengths, keep it simple, give people space to express themselves and provide a support system.
Consumer understanding is imperative for an organization to be able to deliver an experience that meets the needs and expectations of each and every customer at every touch point. This is now the basis for securing customer satisfaction and for building long-term customer loyalty.
Marketing considerations: always start with data, establish a marketing sciences team, ensure that every decision is informed by insights and make reporting very easy to consume and act on at all levels in an organization.
5.) EXPERIENCE DESIGN
It is all about the customer and the experiences that they take away after every interaction or touch point with your company or brand. This is where the rubber hits the road. Think customer, think experience and then work backwards from there.
Marketing considerations; employ UX designers in marketing, map-out the customer journeys, put yourself in the shoes of the customer and experience what they experience and always focus on delivering the right outcome rather than on the activity or process that underpins it.
These five pillars are focusing on the business transformation strategy, which are all about defining the destination. Next week we will focus on the actual journey.