Setting your organization up for digital commerce success
Business success depends greatly upon how you set up your organization. The right leadership team and its ability to hire the right talent and foster a company culture that empowers individuals, and teams, to contribute and thrive are the ingredients for digital commerce success.
In today’s customer-centric and digital environment, leadership, culture, talent/skills, resources and enablement are just as – if not more – important than product, technology, and operations in serving the customer. And words like silos and legacy systems should take a backseat to sharing, collaboration and integration.
Easier said than done! Here are some tips and tricks to get you started on the right path:
- Start by determining which responsibilities are ‘above’ channel vs. which are ‘within’ channel. Understand and optimize the customer experience across all channels, while ensuring brand consistency, aligning efforts, and leveraging the specific strengths of each channel.
- Drive Performance with the right metrics. Create internal SLAs and cross-functional KPIs to drive coordination and alignment between all departments.
- Ensure employee performance measurements, incentives, and rewards are structured to foster alignment in achieving strategic company objectives vs. tactical channel goals. If your performance management system is not structured to achieve cross-channel success, you are far more likely to create silos within your organization, with employees making the best decisions for their channel, which may not be in the best collective interest of your brand and customer.
- Shift from channel-centric data analysis to customer centric data. Leverage customer data modeling/marketing function to the fullest extent possible. Ensure your data set encompasses catalog and online customer data. Designate a ‘Head’ of customer data for the entire business.
- Create ‘Innovation Pods’ that are multi/omni/crosschannel to develop and prioritize projects, and recommend innovative solutions to improve the multichannel customer experience. Tap into the best internal expertise by functional area bringing the channels together on a coordinated project basis.
- Designate a multichannel customer experience Lead. Identify a lead for multichannel user experience project management to gather feedback, prioritize and manage projects to optimize the customer experience, conversion and loyalty across all channels.
- Remember that your customer has a relationship with your brand, not a series of channels and departments. Ensure your organization structure, goals, performance measurements, metrics and rewards are designed to achieve strategic ‘above the channel’ objectives for a world-class customer experience and long-term customer value.
Don’t miss the Shoptalk workshop that will cover some of the best practices mentioned above. Leadership and culture will be the topic of discussion during this interactive session that will focus on the key factors and techniques that ensure business success. Through shared market data and best practices, you will work through organization evaluations, challenges and options to arrive at directional and actionable takeaways.
The full list of speakers is available here: http://shoptalk.com/speakers.