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Digital Marketing Strategy

DELIVERING WOW CX WITH DIGITAL STRATEGIES

Customer Experience makes or breaks organizations in the digital age. Fail to execute, and results can be dire. But succeed, and it will be a marvelous feat. Here are the three phases of roadmap application leaders focused on CX and Digital should support customer-centric strategies.
  • 1-4

    Phase 1 Condition stakeholders for change
  • 5-9

    Phase 2 Contextualize the change to your business
  • 10-13

    Phase 3 Translate the vision into action
  • Digital Strategy - Scan the environment

    1: Scan the environment

  • Digital Strategy - Identify punctuated shifts

    2: Identify punctuated shifts

  • Digital Strategy - Identify high-performing exemplars

    3: Identify high-performing exemplars

  • Digital Strategy - Craft a visual narrative

    4: Craft a visual narrative

Digital Strategy - Scan the environment
1

SCAN THE ENVIRONMENT

The world is changing around you, but some of your stakeholders may not see it. Start with a broad sweep of your environment, considering social, technological, economic, environmental and political factors, and then narrow to your customers, competitors and contesters.

Source: Gartner

Digital Strategy - Identify punctuated shifts
2

IDENTIFY PUNCTUATED SHIFTS

Identify which opportunities and threats are most relevant to your organization. Then, note the contrast between what “was” or “is” and what “will be” so stakeholders see the trajectory of change.

Source: Gartner

Digital Strategy - Identify high-performing exemplars
3

IDENTIFY HIGH-PERFORMING EXEMPLARS

Home in on solid examples to help stakeholders make the connection between these abstract ideas and what’s being put into practice. Which competitors or industry stand-outs are recognized for their innovations or best practices? How do these examples apply directly to your business?

Source: Gartner

Digital Strategy - Craft a visual narrative
4

CRAFT A VISUAL NARRATIVE

Once you’ve selected the most realistic examples for your context, build your narrative. Use bold, iconic images to tell a highly visual story that engages your stakeholders emotionally, as well as logically.

Source: Gartner

  • Digital Strategy - Evaluate business performance

    5: Evaluate business performance

  • Digital Strategy - Channel your customer

    6: Channel your customer

  • Digital Srategy - Explore job to be done

    7: Explore jobs to be done

  • Digital Strategy - Define a 'to-be' vision

    8: Define a "to-be" vision

  • Digital Strategy - Evaluate the

    9: Evaluate the "as-is" reality

Digital Strategy - Evaluate business performance
5

EVALUATE BUSINESS PERFORMANCE

To gain traction on broader strategic change, you may first need to tackle imperatives with nearer-term consequences. Are negative trends or patterns affecting company performance? If so, focus here before you ask for broader change.

Source: Gartner

Digital Strategy - Channel your customer
6

CHANNEL YOUR CUSTOMER

Nothing is quite as influential as the voice of the customer. Surface these insights, in the form of direct customer feedback and other qualitative approaches that allow you to uncover latent customer needs.

Source: Gartner

Digital Strategy - Explore job to be done
7

EXPLORE JOBS TO BE DONE

Harvard Business School professor and author Clayton Christensen’s “jobs to be done” methodology can help you better understand the real reason your customers buy your products or services. Look beyond conventional applications to identify potential new use cases and revenue streams.

Source: Gartner

Digital Strategy - Define a 'to-be' vision
8

DEFINE A “TO-BE” VISION

In steps 1 — 7, you began to create a clear vision for change. Now, it’s time to bring your future-state vision to life. Define the big, bold end state as the galvanizing vision for change.

Source: Gartner

Digital Strategy - Evaluate the 'as-is' reality
9

EVALUATE THE “AS-IS” REALITY

Once you’ve defined the “to-be,” take a close look at the “as-is.” Identify current capabilities, and then assess the relative maturity against the scope of the vision. Do a gap analysis to identify where you need to lift capability maturity.

Source: Gartner

  • Digital Strategy - Identify a beachhead

    10: Identify a beachhead

  • Digital Strategy - Align Stakeholders

    11: Align stakeholders

  • Digital Strategy - Define cross-functional work plan

    12: Define cross-functional work plan

  • Digital Strategy - Secure and merchandise early wins

    13: Secure and merchandise early wins

Digital Strategy - Identify a beachhead
10

IDENTIFY ABEACHHEAD

Every transformation requires an entry point. Choose yours where your current capability and greatest opportunity meet. By identifying the critical customer need you are best able to solve, you can create immediate impact, which in turn can generate enthusiasm and momentum to propel your vision forward.

Source: Gartner

Digital Strategy - Align Stakeholders
11

ALIGN STAKEHOLDERS

Identify the stakeholders you need to bring along in order of priority — from executives and functional leaders to informal influencers. Once you have their backing, activate the change mandate with the right incentives.

Source: Gartner

Digital Strategy - Define cross-functional work plan
12

DEFINE CROSS-FUNCTIONAL WORK PLAN

Executing across silos is one of the more challenging aspects of change leadership — but it’s also the place where you can gain real traction. Translate projects, plans and priorities into a cross-functional work plan to ensure every department and team member clearly understands the part they play in realizing the vision.

Source: Gartner

Digital Strategy - Secure and merchandise early wins
13

SECURE AND MERCHANDISE EARLY WINS

Change doesn’t happen by itself. Effective change leaders secure their victories by organizing every effort around the stated goal, and then actively promoting each win to build support, political capital and the funding to expand. Build momentum with your small successes, and you’ll ensure your digital vision becomes a reality.

Source: Gartner

CX Strategy & Design

CX Strategy & Design

At Virtuos we ideate, design and execute a broad set of CX strategies that lead to increased customer satisfaction, loyalty, and advocacy. Learn how our ten year CX Practice delivers value to your organization.

DemandGen and Sales

DemandGen and Sales

We apply insights driven Accounts Based Marketing strategies to follow the best practices using Harvest, Acquire, Retain, Efficiency (HARE) methodology. We transform your Sales model to grow its pipe and differentiate themselves.

Martech and New Trends

Martech and New Trends

Our Consulting teams help you choose the right marketing mix of technologies and present Experience Canvas with a roadmap of solutions that solve your marketing conundrum. We advise you on emerging trends with deep research networks.

Multi-channel Marketing

Multi-channel Marketing

Segment your customers by understanding their persona, and analyze their vivid behaviors to align with multi-channel marketing and advertising efforts. We help marketing leaders demonstrate a direct impact on bottom-line performance.

Smart Innovation Insights

Smart Innovation Insights

Deliver breakthrough performance by clearly defining your Customer Experience vision and how you can lead the change by inspiring your employees across departments. We engage with you to help in refining and reinforcing ExperiencejobTM culture.

Multi-channel Marketing

Gartner Digital Mktg Conference

15 - 17 May 2018 | San Diego, CA

Gartner CX & Tech Summit

24 - 25 May 2018 | London, UK

Marketing Nation by Marketo

29 April - 2 May 2018 | San Francisco, CA

Virtuos Digital Marketing Portfolio

Virtuos Digital Marketing Portfolio

Virtuos Digital Marketing Portfolio

BUYING

NEED

Analytics, Customer Insight, VoC

DISCOVER

Ad (Demo, Psycho, Lookalike, Geo), Search, Content, Mobile, Influencer, Social, Multichannel

AWARE

Ad (Remarketing, Custom Audience), Content, Social, Mobile, Email, Multichannel

EVALUATE

Ad, SEM, Content, Influencer, Product

SELECT

Commerce, Product, Web

OWNING

PURCHASE

Payment, Payment Gateway, Taxation, Communication, Trust

RECEIVE

Distribution, Shipping, Support,Product, Logistics

ONBOARD

Packaging, Product, Social, Support, Email, Mobile, Loyalty, Support

USE

Product, Loyalty, Support, Email, Content, Social, Mobile

DEEPEN

Loyalty, Support, Email, Content, Social, Mobile

ADVOCACY

RATE

Email, Product, Social, Web

SHARE

Social, Influencer, Product, Content

RECOMMEND

Product, Social, Content, Influencer

DEMONSTRATE

Product, Social, Content, Influencer

DEEPEN

Product, Social, Content, Influencer

LOVE

Referral, Participate, Product, Content

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