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+00:00 July 29th, 2018|Customer Experience Strategy, Interview|0 Comments

About the Author:

StoryMiners is Mike's third professional services firm. At launch in 2002, it became one of the world's first customer experience strategy and design firms. Since then, Mike has worked on 700+ engagements and earned his clients over $1.6 billion in sales, savings, and new revenues. Mike is a graduate of Thunderbird/ASU (MBA) and the University of Florida (BA). He has also spent two years overseas learning Portuguese, Spanish, and Russian along the way. Professionally, Mike helps leaders envision their customers' ideal experiences and make them real. Personally, he enjoys travel (good thing as he's a professional speaker), woodworking, hiking, and family time. #custexp #story #strategy #designthinking #custsvc #servicedesign #coach #facilitator #speaker #keynotespeaker #designer