Ten years, 17 studies and 23,000 face-to-face executive interviews have given us rich insights into how private and public sector leaders think. “The Customer-activated Enterprise” is our first simultaneous study of the entire C-suite.
The IBM C-suite Study is a result of analyzing our conversations with 4,183 leaders in 70 countries. We spoke with a cross-section of C-suite executives in more than 20 industries: Chief Executive Officers (CEOs), Chief Financial Officers (CFOs), Chief Human Resource Officers (CHROs), Chief Information Officers (CIOs), Chief Marketing Officers (CMOs) and Chief Supply Chain Officers (CSCOs).
This Study offers insight into how these leaders view the world, their priorities and how they are preparing for the future. Three major themes emerged. Today’s C-suite must:
In an era of abundant connectivity, endless information and ubiquitous digitization, the new economic equation favors transparency. More than half of CxOs expect to open up their enterprises – bringing down barriers to extend collaboration inside and outside. Their most radical shift may be a new view on what it means to collaborate with customers.
In fact, CEOs told us that customers come second only to the C-suite in terms of the strategic influence they wield. When asked, “Who has the most influence on your strategic vision and business strategy?” 55 percent of interviewed CEOs cited customers.
The emergence of social, mobile and digital networks has played a big part in democratizing the relationship between organizations and their customers. It’s also forcing them to rethink how they work. The intersection between the digital and physical is the leading edge of innovation, and CxOs realize it is becoming increasingly important to meld the two dimensions.
CMOs, in particular, want to overhaul every aspect of the customer interface. When asked, “To what extent have you activated the following digital strategy components in your organization?” 87 percent of interviewed CMOs expect to focus on integration of cross-channel touchpoints in three to five years.
As the digital infuses the physical, and vice versa, organizations are transforming the customer experience. Nearly seven in ten CxOs recognize the new imperative – a shift to social and digital interaction. CxOs plan to spend less personal time on IT systems, operations and other such issues, and more time on improving the customer experience.
CxOs intend to use digital channels much more extensively to engage with customers in the future. When asked which channels are most important for their enterprises to engage and interact with customers, interviewed CxOs expect the greatest increase (69 percent) to occur in the use of digital channels in three to five years.
Infographic: The Customer-activated Enterprise
How IBM can help C-suite executives
Executive role perspectives
Coming in November: Chief Executive Officer POV
Bookmark this page to read what CEOs shared with us
Coming in November: Chief Information Officer POV
Bookmark this page to read what CIOs shared with us
Coming in January: Chief Financial Officer POV
Bookmark this page to read what CFOs shared with us
Coming in January: Chief Marketing Officer POV
Bookmark this page to read what CMOs shared with us
Coming in February: Chief Human Resource Officer POV
Bookmark this page to read what CHROs shared with us
Coming in February: Chief Supply Chain Officer POV
Bookmark this page to read what CSCOs shared with us
The evolving role of innovation
In this recent report, our analysis of C-suite executives' experiences suggests that the presumed death of innovation is not warranted.
Read “Insatiable Innovation: From sporadic to systemic” (1.0MB)
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