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Planning for Success in the Next Digital Decade

Wednesday 26 February 2020 Customer ExperienceData Insight & Analytics

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Lauren Mort's picture
By Lauren Mort

The next digital decade is upon us, and the start of a decade brings about opportunities to reflect on what has been and look forward to what could be. With the increase in consumer’s demanding more from brands and holding more power than ever before, the need for businesses to stay relevant and continually change is top priority.

Change can be scary, but as a great Greek philosopher once said ‘there is nothing permanent except change’, so as marketers, strategists and business leaders we must grab the opportunity to change with both hands and use a toolbox of techniques to plan for success.

With the transition into 2020, your industries will be buzzing with content about the immediate trends (including personalisation at scale and data-driven marketing), alongside longer-term trends (including AI for marketing and voice-controlled channels). It’s left up to you to decide which elements to make a priority and then ensure they are a success. But how do you do it?

I’ve outlined 3 simple strategic planning steps to add to your toolbox when planning your developments through 2020 and beyond:

1. Consider The Customer Needs

You’re likely to be starting with the business’ requirement to transform or develop in a particular area, but have you considered the customers' needs in the equation? It’s important to not only outline your business needs, but to also map those against your customer needs. This ensures your customer experience is not negatively impacted by the desire to meet business objectives/visions.

Start with your business targets and vision, then review your audience insights to understand what your consumers are asking of you, how they behave and what they engage with. You should then align the two to ensure you can identify where the gaps are, where quick wins lie and where adjustments need to be made.

2. Design Your Aspirational Journey

Follow the alignment of business and consumer needs with a customer-centric outlook and map out the new customer experiences you want to create. It is important to design the aspirational journey you want to take both prospects and customers on, across a range of channels, before deciding what changes are required in the business.

This involves the need to explore 4 key areas:

  • Lifecycle: outlining the marketing focus and the life stages a user goes through with your brand
  • Audience: what behaviours do users take in each life stage, and how are you going to identify these people?
  • Business: what are the objectives for this life stage, what KPIs do you need to hit, and what is the potential impact of creating this experience?
  • Engagement: what is the best channel mix for this life stage and these audiences, what types of targeting and initiatives will deliver the enhanced user experience?

3. Identify the Dependencies 

Finally, it’s crucial that you identify the dependencies required to reach that customer experience, and ultimately the business goals. It’s important to explore these requirements across 5 key enablers, Campaigning, Data, Technology, People and Process. Once you have these requirements you can prioritise them by comparing value vs. ease of implementation, and in turn developing your future roadmap.

These steps allow you to strategically plan for the inevitable change that will keep your business, your role, and your teams current in today’s ever-changing market.

CACI’s framework for developing strategic plans is shown below. It highlights in blue the stages I’ve mentioned above, and it outlines in green the next steps when moving onto delivering that change.

 

To find out more about how you can strategically plan for the future, get in touch at info@caci.co.uk

The next digital decade is upon us, and the start of a decade brings about opportunities to reflect on what has been and look forward to what could be. With the increase in consumer’s demanding more from brands and holding more power than ever before, the need for businesses to stay relevant and continually change is top priority.

Planning for Success in the Next Digital Decade