Digital Experience (DX) And the Re-invention of Marketing

The Post War World of the '50s and '60s saw a massive explosion in marketing as companies tried to force feed Baby Boomers mass produced electro mechanical goods, encased in plastic. They did this by trying to create desire and brainwash people into needing their brands. This was the last hurrah for the Henry ford approach, "they can have any colour they like, so long as it is black" and the Taylorist School of management which focused on productivity and costs, whilst paying lip service to quality.

It took the massive economic melt down of the late seventies and early eighties for the Quality led management, pioneered largely by Japanese companies to gain acceptance in Europe and America, which at the same time was accompanied by the angst of Punk, as Generation X turned on mass consumerism and the break down of "A Job for Life". Customer Care, based on the concept of listening to and delighting customers, came to the forefront. New technologies like CADCAM and philosophies like Flexible Manufacturing made it possible to design, prototype and evolve products to meet customer needs and gradually Design Thinking came into being.

At the same time, the '80s saw the birth of the PC and take up of lower cost client server technology, which usurped proprietary mainframes whilst Rapid Application Development (the forerunner to Agile) sparked the first steps to evolving the Digital Ecosystem that we see today. This has pushed marketing evolution to the extent that the modern marketing function is digitally obsessed with Customer Behaviour Data, Customer Experience and Agile Marketing. So much so, that most digital conversations inevitable involve talking about Customer Experience and the Customer Journey.

So it was great to see Nimbus Ninety publish "The CX Manifesto" which sets out over 30 recommendations under the 5 headings of Personalisation, Experimentation, Trust, Data and Loyalty in its latest  quarterly publication of the Chief Disruptor magazine. This is well worth a read as it has been compiled by practitioners from London's vibrant digital scene over the first 6 months of 2018 and is based on sound experience.

Digital's Impact on the C-Suite

One of the interesting things about Digital Adoption and Transformation is the way in which it is impacting roles in the C-suite.

In some early adopters, the default leader for digital transformation was the CMO, as digital marketing initiatives picked up and marketing ran away with the ball.

In second wave adoption there has been a bit of a split between whether a specially appointed person, the Chief Digital Officer, should manage the business's strategic response and run all things digital. In others they have handed this to the CIO. Though occasionally the CEO has decided that this is too important and grabbed the reins him/her-self. The longer term trend does appear to gradually hand this back to IT and CIO (as discussed in previous posts).

However, there is a growing realisation, as discussed in a recent Forbes article, and in my book that culture is crucial to success. Culture needs to be aligned to a number of positives:

• Collaborative working across functional siloes
• Product and value focus
• Opex Thinking
• Tolerance of Experimentation and alignment of Risk Appetite with Value and Learning from Failure/Experience
• Customer Focus

Apparently, this is now leading to the situation where enterprises are beginning to appoint Chief Culture Officers.

Additionally, some are also appointing Chief Customer Experience Officers to reinforce the idea that the key value proposition of Digital is Excellent Customer Experience. Although in design led organisations this may be Chief Design Officers who are also interested in the customer engagement by design thinking.

One of the questions that we have to ask is how will this mature? at the end of the 19th Century as electricity started to be adopted, some organisations flirted briefly with Chief Electricity Officer roles, but they did not last long.

Will Chief Culture Officers be subsumed into Chief HR Office roles and will this change the face of HR for the better? will customer experience revert to the Chief Marketing Officer, or will CIOs hybridise and pick up aspects of these roles as part of the CDO element of their job as they delegate more technical aspects to CTOs. Or will CTOs have to become more human?

Whatever happens, CxOs will all have to rethink what their core attributes and operating models should be. Digital required disciplined team play, as well as skills and flair.

Should The CFO report to The CIO?

Is it Time that the CFO Reported to the CIO?

Attending an industry event the other week, I was struck by the comment that "CIOs were moving out from under the shadow of the CFO". The event was presenting the results of a recent global CIO opinion survey conducted by Harvey Nash and KPMG. Other questions had focused on who is responsible for Digital Strategy and it appears that Marketing is now giving this role up and starting to hand it back to the CIO.

Any reader who has worked in the finance industry will have long ago understood that "Money is Information", reversing the old adage that information is money. Basically, since almost all currencies moved off the gold standard, money has become nothing more than a promise or just life's brownie points. Its value only exists, because we chose to assign it value as it has no intrinsic value of its own. These days it consists of little more than data stored on some medium or being transmitted from point-to-point in transactions.

If this were the only issue then the CIO's claim might be considered a little tentative. However, in the modern digital economy, many industry pundits are quoting the statistic that "80% of an enterprise's value lies within its IPR". This IPR normally being stored and managed in the form of information (or sometimes knowledge embedded within IT systems and IT enabled processes). Given that digital businesses now appear to be outstripping traditional models in terms of growth, profitability and survival, it is a good time to review the relationship in many enterprises between CIOs and CFOs, and many are beginning to question it.

Personally, I am not sure that either should report to the other. CIOs should be there to help grow and sustain enterprise value. CFOs have traditionally been there to husband and protect money, ensuring sensible separation of duties. My experience has been that CFOs tend to come in 2 types: those who control (and tend not to be that imaginative about how to grow a business) and those who are entrepreneurial (and tend to be a bit too lax about controlling money). The former type is a bad fit for IT, the latter may be a good fit for IT, but can be bad for the overall financial health of the business. 

I do think however, that there are things that CIOs can learn from CFOs, in terms of the way in which budgetary control is shared within a business, but with the CFO providing the governance framework and control. CIOs should be doing something similar with information governance, so that information quality is managed appropriately.
CIOs can give back too. Increasingly CFOs are expected to provide Management Information services based on management accounting and BI. there's a lot which CIOs can advise on there with respect to techniques for fast delivery and ensuring that information integrity is maintained.
Its time for genuine partnership to help grow the business.