Automotive, Technology, Entertainment and Investment Banking. Four very different industry sectors but striving for much the same thing: Connected Customer Experiences. At the recent Flock CMO Lunch Forum, held at the Sartoria restaurant in London’s West End, four CMOs found they all shared challenges and many beliefs about Connected Customer Experiences; mainly they agreed on the need to design their marketing organisations and ways of working around the needs of their customers.
Roger Miners, Global CMO of BNP Paribas Assurance, Santiago Solanas, VP Southern of Cisco Systems, Matt Van Dyke, VP of Marketing Ford Europe and Troy Warfield, President of Top Golf International all identified with the key barriers to becoming a customer-centric and customer-connected organisation:
- Siloed working in the marketing team, with increasing technical specialisation and less collaboration
- Fragmented, incomplete and raw (unanalysed) customer data
- Siloed working from other functional colleagues
- An absence of time to consider, let alone make changes to ways of working
- Agencies acting in self interest and/or lacking joined up capabilities
The assembled CMOs agreed that they must own the ‘connecting with customers’ challenge, and that the solution lies in a combination of capability building across a range of linked areas (e.g. organisation design, people, leadership, technology, etc.), sometimes with support from specialist external partners like Flock, who provide the focus, independent thinking and external perspective necessary to make transformational and sustainable change.
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