Chief Digital Officers: What is their role? (2/2)

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Customer-centric mindset can be effectively promoted by CDOs. Sending e-mails containing customer breakthroughs and insights, as well as preparing real-time dashboards and reporting of key digital metrics can get others to think about the impact of everything they do wth the customer, claims an article on the mckinsey.com website.

Customer is king – and the key target for CDO

The key priority is the customer. By examining customer journeys and big data mapping, pain points and various opportunities can be identified. CDO must not only bring crucial knowledge, this officer must also remind others how essential the customer is to their business. Digital capabilities can build a foundation for an improved customer experience.

Automated responds to customer interactions and sophisticated analytics that will enable the company to examine customer needs are just a few of  many tools. CDOs can create mechanisms which will  deliver content and offers across many channels. New alternative payment methods can be introduced. New data can be tracked and assessed. Digital, IT and marketing can create new value in this field.

Promoting a faster pace

Digital means agility and speed. Strategic meetings will no more be held once a week. CDOs must find ways to speed up certain processes. Automate existing processes, why not? IT can help. CDO should also set aggressive goals. How about putting a new product in  the market in 6 weeks? Digital factories, cross-functional groups which are focused on developing a certain product or changing a process can help to promote a new culture of speed and agility. These initiatives will help make the new approach the norm. CDOs must also be relentless in trying to find new partners and finding complementary capabilities, even in external businesses.

-jk-

Article source McKinsey & Company - global management consulting firm
Read more articles from McKinsey & Company

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