A Blank Sheet For Organisational

Structure In A Digital, CustomerCentric World

October 2015

Ashley Friedlein
President, Centaur Marketing & Founder, Econsultancy
@AshleyFriedlein

Copyright Econsultancy

@AshleyFriedlein

Digital Transformation
The journey towards being a
digital organisation
Digital means:
Focusing on the customer
experience irrespective of channel
Having a digital culture

@AshleyFriedlein

The 7 defining characteristics of a digital culture

1.
2.
3.
4.
5.
6.
7.

Customer-centric
Data-driven
Makers & Doers
Transparent
Collaborative
Learning
Agile

@AshleyFriedlein

Organizations are structured

around control mechanisms
and reporting, not around
capabilities and outcomes."
Organizing Marketing in the Digital Age, Econsultancy, 2015
@AshleyFriedlein

How to organise?

@AshleyFriedlein

How to organise?

@AshleyFriedlein

How to organise?

@AshleyFriedlein

The rise of the Chief Digital Officer (CDO)

Now 1,000+ CDOs globally and the number has
doubled every year for the last few years.
Gartner predicted 25% of businesses would have
a CDO by the end of this year.

@AshleyFriedlein

According to the
CDO Club salaries
for a Chief Digital
Officer range from
$89,000 to
$600,000, with the
median falling
between $250,000
and $300,000.
9

and the Chief Customer Officer (CCO)

Source: The CCO Council 2014 CCO Study

@AshleyFriedlein

10

What I learned about CDOs

Ambassador CDO vs Transformer CDO

CDO + CMO not a great idea
CDO runs marketing, digital/tech, product
CDOs next job? CEO.

@AshleyFriedlein

11

What I learned about CCOs

Strategic driver = competitive advantage through
customer-centricity and integrated channels
Big teams and P&L responsibility
CCO combines CDO and CMO roles
CCOs have significant, if not complete, control of
technology, data, digital, insight, innovation. In some
cases customer service and, depending on company size,
all the physical (store, branch, call centre etc) operations.
CCOs next job? CEO.
@AshleyFriedlein

12

The five stage of evolution towards true multichannel customer-centricity

1
Digital Team

2
Digital
Figurehead

Digital Leader

Business
Transformation

5
Job done

Head of Digital
Ambassador
Chief Digital
Officer

@AshleyFriedlein

Transformer
Chief Digital
Officer

Chief Customer
Officer

CEO
(and CMO,
CTO, CFO etc)

13

UK Government Digital Service

3.4

@AshleyFriedlein

Tate
Published in 2013
Third iteration of
digital strategy
Published under
Creative
Commons
Digital as a
Dimension of
Everything

@AshleyFriedlein

3.7

Capital One
A bank creating
differentiated experience
through digital
Digital is who we are
and how we do
business. Richard
Fairbank, CEO
100% agile adoption

@AshleyFriedlein

3.9

House of Fraser
CCO with digital and
multichannel chops
Head of Find it
Head of Research it
Head of Buy it

@AshleyFriedlein

4.1

Burberry

4.3
A vision from 2006
Financial and customer
success
From the CEO throughout
the business
Continual innovation
@AshleyFriedlein

Starbucks

4.6

I will focus on the

convergence and
integration of our retail
and e-commerce, digital,
card and mobile assets
around the world
develop "next-generation
retailing"
@AshleyFriedlein

Future competitive (martech) advantage?

1. Join up data and systems, then
2. Deliver experiences that are consistent, synced
and responsive across devices/channels, then
3. Make them personalised, proactive and
contextual

The era of living services

FJORD
@AshleyFriedlein

20

@AshleyFriedlein