Digital technology has disrupted the organization. But rather than cower, business leaders from all corners of the C-suite have zeroed in on their new mission: to build the modern enterprise. Step one? Aligning all teams—HR, data science, marketing, sales, finance—around what’s best for the customer.
A panel of multidisciplinary executives—a chief digital officer (CDO), CMO/chief experience officer and chief human resources officer (CHRO)—who spoke at Adobe Summit all agreed that digital is evolving their roles, companies, and hiring practices as they work toward building a more agile, tech-savvy, innovative, and forward-looking organization.
“Digital’s not just about driving opportunities in the call center or driving revenue in sales or what we need to do from a marketing perspective,” said Shawn Mandel, CDO of Telus. “It is all of those things. … [At Telus we aim to be] far more horizontal and organize ourselves around how the customer interacts with the brand.”
According to Donna Morris, CHRO and EVP of employee experience at Adobe, most businesses, like Telus, realize it’s the experience—for both employees and customers—that will keep them relevant.
Source : CMO – Adobe