The essence of digital transformation is that marketing, sales, service — and most of all — product are all being entwined together under the banner of “customer experience.”
Naturally, that makes sense from the customer’s point-of-view. How much delight or disgust do customers feel across the entire spectrum of engagements they have with your company, from the very first touchpoint onward?
Their whole end-to-end experience is the product.
The five things that make this transformational are:
- All of these touchpoints are either digital or digitally-supported.
- Orchestrating these touchpoints is inherently a cross-organizational mission.
- Marketing is increasingly at the center of that orchestration.
- Marketing is embedded in the product (and, vice versa, product in the marketing).
- The resulting end-to-end experience for customers is how smart companies are disrupting their competitors — e.g., Uber isn’t the car ride, it’s the whole seamless experience.
A report produced a couple of months ago by the CMO Council asked CMOs to identify one — and importantly, only one — top mandate that they had for the year ahead. As shown in the chart below, 67% reported a cross-organizational mandate on growth and/or customer experience.
Of course, it’s one thing to talk about customer experience, another to actually effect it.
But as Barry Levine wrote on MarTech Today a couple months ago, “At our most recent MarTech Conference, there seemed to be a transformation percolating throughout the sessions and presentations. After several false starts in previous years, it seemed to me that ‘marketing’ is now clearly becoming something bigger.”
Source: Chief Marc Tech