Don’t Do Digital Transformation, Design It

This post first appeared in CMO Australia in late 2017. Thanks to Nadia Cameron for a great interview!

cmo-australia

Too many organisations are “doing” before “designing” when it comes to digital transformation and customer experience.

As a result, they are not going deep enough into insights analysis and cultural change.

That’s the view of managing principal of Storyminers and experience design expert, Mike Wittenstein. He recently caught up with CMO to discuss the ongoing challenges many marketing leaders and their brands are facing when coping with the rapid organisational change presented by digital disruption and next-generation customer engagement.

Wittenstein agreed that with the arrival of more technology at the front end of engagement, marketing and customer experience are aggressively coming together. “Budgets are shifting a lot and there’s less in the tech camp and more in the revenue generation side of things,” he says.

People management and ways of working need to be overhauled, Wittenstein said. Certainly in Australia, there have been growing examples of CMOs actively partnering with their customer service, operational and people and culture counterparts to make that happen. Extensive investment is being made into reskilling marketing teams to meet the new demands of being more holistically customer focused.

Yet for Wittenstein, there’s nowhere near enough change by design going on when it comes to digital transformation. He identified two fallouts arising as organisations look to digitise everything. The first is too many companies are focusing attention on short-term gain and reacting to market conditions. Instead, they should be putting the emphasis on wholesale business change and sustainable growth.

By | 2018-08-31T07:37:12-04:00 July 29th, 2018|Customer Experience Strategy, Interview|0 Comments

About the Author:

Mike founded StoryMiners in 2002 as one of the world's first story and customer experience design firms. 750+ project later, the firms know how to help leaders get their stories straight. And, express them as experiences their customers rave about. A certified consultant, speaker, and experience designer, Mike has helped his clients earn nearly $2 billion from improvements in sales, operations, service design, and brand management. Mike is a graduate of Arizona State/Thunderbird (MBA) and the University of Florida (BA). He has also spent two years overseas, learning Portuguese, Spanish, and Russian along the way. #experience design #story #storymining #speaker #strategy #facilitator #keynotespeaker #designthinking #custexp #travel #woodworking