Wednesday, July 12th, 2017 | 5 min read
Customer-first organizations aren’t built overnight. For decades, enterprises have relied on the same traditional structures to reach their audiences. But now they need to hit the reset button and rewire their organizations for a world where customers are in charge.
This requires a shift in thinking – to approach your marketing as customer-first instead of brand-first. That’s the first step, but here’s the tough part: Once business leaders adopt that mindset, they need actionable strategies to drive change across the organization.
That’s why Sprinklr partnered with top marketers from the world’s biggest companies to understand how they’re navigating this digital transformation. Together, we released a new whitepaper featuring first-hand accounts from executives at leading organizations like IBM, Microsoft, and Nasdaq.
We uncovered three key strategies that leading companies are using to survive this change in the marketing landscape: They’re uniting siloed teams, streamlining their processes, and integrating data and technology.
To build customer-first strategies, marketing leaders need a unified view of the customer. They can only do this if they partner with other departments, such sales and customer service. That means they need break down siloes that may have previously divided these teams.
As Grad Conn, General Manager and CMO of Microsoft USA, said, “One of the first steps to becoming a customer-centric organization involves uniting previously disparate teams across the enterprise. We see companies looking to digitally transform, recognize that they’ve got to operate from a single customer-centric point of view. It’s a fundamental shift across the organization and in some cases, a complete re-architecting of how they engage with customers.”
Once you set up the right teams, you need to rewire your processes so you can collaborate in real-time and deliver value to your audience.
Nasdaq, for instance, was creating large volumes of content but using disparate processes to distribute that content. This kept the company from engaging in meaningful interactions. Its solution was to build a seamless and scalable process for interacting with customers.
“We had maybe 20,000 followers across our social channels because every business, every person, was doing their own thing,” said Nasdaq CMO Jeremy Skule. “We now have 2.5 million across all those social channels, organized by key thematics that are core to our businesses and our brand. These thematics provide key funnels for our content distribution and enable us to interact with our clients and prospects in a positive and constructive way.”
CMOs are overwhelmed by data from multiple channels and touchpoints. The key is to use that data to deliver personalized and relevant customer experiences across digital platforms.
IBM, for example, pulls data from a wide range of sources, including social listening data, behavioral analytics, and Net Promoter Scores (NPS®), which measure a customer’s willingness to recommend the company to friends and colleagues. The company relies on proper data integration to connect the dots and build a unified view of each customer.
As IBM CMO Michelle Peluso said, “How can we connect all the things we’re learning back to individual customers to form richer profiles? This is where AI and cognitive learning become super critical, because you can only make connections between number one and number two when you have systems that can cultivate all this information, find the right insights, and turn them into meaningful action.”
It’s tough to push the reset button on your whole marketing strategy. But you need to start now if you want to stay ahead of the game.
As these leading companies prove, it’s best to begin by looking within your organization. Don’t blame customer behaviors, and don’t blame social media. Just focus on what you can do to adapt to these changes and deliver truly valuable customer experiences.
The strategies above are just three of many outlined in our whitepaper. For more tactics on how to build a customer-first marketing machine, read on.
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