Business reorganizing CEOs and board are aware that incremental overhauling on business will not get far enough. Going too slow or doing little may put at risk firms as they wrestle in a consumer-led, digital-driven market.
The big question, how remote do they have to go: getting closer to the consumer? Avoiding the complexities, and a marginal result of trying to convey experiences to multitudinous customers segment across numerous products?
In 2017, world leaders will not evolve operational control downward to individuals brands and subdivisions to stay close to the customers. It will be an equalizer so as not to fragmentize the business or dismantle margins.
The prediction is ⅓ of the companies in the B2C space will start overhauling their business set-up to be able to stay close to their customers and efficiently compete by exposure.
These companies will shift from a functional-siloed organization that prioritizes efficiency and restriction to a customer-driven model structure that leverages shared function to protect margins.
With an effective leadership change, organizations and companies will overcome the difficulty of failed change efforts and operate towards more effective, stronger, and more prosperous future. Concurrently, business climate places an incomparable three leaderships dimension:
Understand and personalize engagement with customers.
Managing a digital business.
Mindful what is needed to win in a customer-led, digital-centric market.
A lot of business leaders construct their career on an inside-out approach which is the capability to manage the business and constantly drive efficiency. Business leaders will see doubled attrition rates because CEOs dig in and designate heads with both customer and digital competencies.
There is an original thread to this forecast: CEOs see eye to eye with the deep-rooted changes necessary to triumph in a customer-led, SEO management, and digital-centric market. These revisions must be stable.
Creation of new titles like ‘chief data officer,' ‘chief digital officer,' and ‘chief customer officer’ makes sense in one light, but they hush-up gaps in the current team leadership (particularly the CMI and CMO).
Gap-filler roles also institute a governance jumble, precedes unnecessary complexities, and disregard the real tasks at hand of placing the right leadership with the appropriate skills.
In 2017, CEOs will go on strengthening and normalizing the team leaders, and temporary roles will either go out of fashion or are tapered (down) to drive the main digital, data/analytics, and consumer programs.
Trust Becomes A Business Currency
Halfway of 2016, there is a forecast that cyber security will be a catastrophic issue in the U.S. presidential election and that some executives will resign due to a breach. Both of these came true. And it will still get worse in the coming year. What will amplify in 2017 are privacy breach, ransomware, service denial and angled espionage which impacts will be catastrophic:
Some companies on the levels of ‘Fortune 1000’ will go downhill due to cyber breach.
Healthcare fissure will become as trivial as a breach on retail.
About 500,000 internet-of-things will find a middle ground.
Midway of the 100 days of the new U.S. President will confront a cyber crisis.
National security will hammer on agencies to enhance their technology in surveillance that will create ethical and legal conflict between people and government.
Customers are much aware and wary of security and privacy risks, and they are frustrated by it. Because of this, customers will increasingly lose or gain rapport based on the great trust they will give to a company (e.g., www.linkvistadigital.com).
Talent In Short Supply
Macroeconomic or unemployment statistics conceals and confuses the significant imbalance in employment existence. There is a pressure in low-skilled jobs struggling to keep pace with a fast market movement.
Demand for certain responsibilities obliterates scarce supply, creating a discontent in labor markets every day. For business leaders of SEO marketing and new technology, the dominant ten competencies and roles that will be probably in demand and difficult to fill up are:
Digital business leader.
A skilled analyst at predictive and statistical analytics.
Cyber security professional.
Content professionals well-versed in storytelling.
Augmented and virtual-realist designer.
Hand-pick jobs will remain to be in negative unemployment, placing a huge strain on talent acquisition and talent management.
Revenue Risks Is Customer Driven
Customers who are empowered are now moving ahead: 40 percent of clients have a high-reaching willingness and capability to shift spend, with an added 25 percent creation of that mindset.
Today’s customer rewards or punishes companies based on one experience, a one moment in time. This attitude has been a trademark of the millennials, but it is now inoperative for old generations and has now normally considered. It can pivot a P&L into a leaking bucket.
One slipshod experience can spark off an immediate - and probably prolonged - shift in spending to a competitor, triggering companies to increases revenue per customer or increase the customer base to remain steady. We suppose tax risks - both shiftings spend on current product and incapacity to enrich - to boost up to 50 percent.
Industries who are securing customers using contracts are also affected by this one way or another. Revenue risks is a wake-up call for business and will serve to step up their initiatives on customers experiences and a wider effort in organizing and competing in a consumer-led market.
Human beings by nature are imperceptibly rational and extremely emotional. Feeling disappointed, valued or frustrated are emotions that overrule decision-making about brand spending and loyalty.
The fact that influencing and understanding emotions are a crucial ingredient in companies success is not incredible - it has been the brand's effort’s heart and soul. It is also the bedrock of the emotions-recognition technique (measuring physiological response) concurrently to scout for some retailers and conservative ethnographic researchers.
What is amazing is how emotions have been taken for granted and excluded from companies experience designs and core operation. Companies are now facing with some scary numbers: customers who experienced disgust, feeling of neglect or anger in the course of brands interaction are about eight times will unlikely forgive the company.
In 2017, some companies will make a significant incursion on what motivates customers decision. It is an initial step in discerning emotions as both a delineative and prognostic measure to guide experience designs and govern operation.
Companies will start to control better and quantify the power of emotion to attract empathy and spend.
New Technology Revolution
Technology has already altered the world: people’s lifestyle, customers empowerment, parameters on how business operates. The fast pace of innovation is confusing, The next generation of technologies is ready to overhaul industries and customers experience. The next wave will emerge in three schemes:
Harmonized engaging technologies that will build a unique virtual, digital and physical experience across journeys.
Technology insights that will alter the commitment of personalization and prognostic analytics into reality and be able to execute at a number cruncher level at scale.
Technology support that will run new level of speed and effectiveness and sanction the new wave of the technology revolution.
A fresh wave of technologies which remake customer experience and industries will start to emerge in 2017.
Whether unknowingly or knowingly, customers have contributed a remarkable calculation of personal and behavioral information to companies. From a consumer’s point of view, that alright of the company utilizes the same information to bring about inestimable, secluded experiences.
No worries, this hasn’t happened yet, thanks to data trapped in multifarious record systems and companies’ ineptness to correspond and drive insight that spreads their internal functional silos.
2017 will be the big opening year for information floodgates, run by a rapacious appetite for a dig-deep contextual insight that drives customers engagements via mobiles, wearables, and loT. Artificial Intelligence (AI) investments will triple as companies tend to tap into multiple systems, avant-garde analytics, and machine erudition technologies.
Vendors that are already digging up components of subjective computing talent into their solutions - such as Google, IBM, Adobe, Squirro, Salesforce, and Persado - will prosper.
Companies and businesses will continue to experiment with virtual reality and augmented reality, setting the foundation for greater implementations in 2018 and 2019.
Cloud computing has been one of the most impressive and eye-popping forces in the past decade technology market. And it is no longer an appendage technology bolted onto an old-school infrastructure as a venue to create a few consumer-facing apps.
Cloud application (SaaS), business service, and platforms (laaS/PaaS) now energizing a whole spectrum of digital capability, from the core systems of enterprise energizing the back office to the mobile apps bringing about new customers experiences.
The cloud market will speed up in 2017. Businesses utilize multitudinous clouds today, and they will use even more onwards as ClOs emerges to harmonize cloud ecosystem that connects employees, partners, customers, devices, and vendors to serve growing customers expectation.
Some will drive further, transforming from mere cloud adopters to creating cloud businesses themselves.
Companies across regions and industries are aware of the consequences of a customers-centric market that are on a fast pace. For a few, it serves as a realistic threat to their survival; for most, it signifies an important and probably prolonged revenue risks.
While you are not still blown-away by this scenario, make an assessment of your structure, culture, talent, technology, business parameters, and technology to comprehend how deep the modification you need to become competitive and triumph in the customer’s age.
It is now the new era of business dynamics where customers expectations are at its height, and downhill tolerance for even mediocre experience pressures the hands of leadership, companies in the mainstream, and laggards alike.