We live in an age of digital inevitability. A new breed of customer has shaken up businesses in almost every industry. So-called “digital natives” have increasingly high expectations for digital customer experiences. They are globally connected, and they use their voices on social media. Most significantly, they are better informed than ever before about an expansive and growing range of consumption choices.
Our client manufactures industrial equipment that has a material impact on millions of people’s living and working environments. As a $13 billion business they were selected by Fortune as one of the “World’s Most Admired Companies” in 2015. Like many marketing departments, they had already turned their attention to digital natives, but wanted to understand how to deliver superior customer experiences through enhanced digital capabilities across online channels.
The company’s marketing organization stretches across 11 strategic business units (SBUs) and a corporate marketing team. Each SBU enjoyed independent decision making authority when it came to marketing, but an increasing level of digital demand required taking a hard look at priorities across the whole organization, and understanding the resources and structure required to deliver against them. CMG was engaged to do both, and help better understand how they needed evolve to connect with an increasingly digital customer experience and power the company’s growth, while still maintaining the relationships on which the business was built.