Niloy Sanyal, Chief Marketing Officer, GE Digital, discussed what is becoming possible in the digital industrial era during his keynote presentation to Argyle’s CMO membership at the 2017 Leadership in Digital Marketing Forum in San Francisco on June 8. In his presentation, “The CMO in the Digital Industrial Era,” Sanyal explored the challenges and opportunities available to marketers in the digital industrial era.
According to Sanyal, the customer experience today is paramount for companies of all sizes and across all segments, and for good reason.
A company that can provide a positive customer experience can foster long-lasting customer partnerships. Plus, this business may be better equipped than rivals to stand out in a highly competitive global marketplace.
Perhaps most important, top companies are using innovative technologies to bolster the customer experience – something that likely will play a key role in the success of businesses around the world over the next few years.
“[The best companies] have redefined what the customer experience means,” Sanyal said. “What’s changing in the industrial world is a pretty dramatic shift in customer expectations.”
How a business approaches technology and innovation may dictate its customer experience successes and failures.
“As marketers, the first and foremost rule that you need to have is that you need to become technologists.”
For example, a company that maintains an open approach to technology may search for ways to drive innovation relative to the customer experience.
On the other hand, a business that commits to outdated customer experience processes and strategies is unlikely to make strides in a fierce global marketplace.
“There is a huge shift in terms of what has happened in the consumer world with technology,” Sanyal pointed out. “A lot of [consumer] technologies are starting to come into the industrial world.”
Fortunately, a broad range of technologies is available to companies, including those in the industrial space.
State-of-the-art technologies are reshaping the global business landscape, and businesses that invest in them today could reap the benefits of these technologies for years to come.
“It’s not just one technology that is going to make a big impact in the industrial world, but the combination of artificial intelligence, big data analytics and additive manufacturing,” Sanyal stated.
Personalization is essential, especially when it comes to delivering superior customer experiences. With the right technologies in place, a business can provide personalized and memorable customer experiences consistently.
“We need to be hyper-personalized,” Sanyal noted. “This transformation of the customer experience is transforming the way that the industrial world needs to operate.”
At the same time, marketers must understand the past, present and future of technology and innovation. These professionals should be ready to adapt to a rapidly changing global marketplace to ensure a company can provide its customers with the products, services and support they need at all times.
“As marketers, we need to understand what that next future looks like,” Sanyal indicated. “As marketers, the first and foremost rule that you need to have is that you need to become technologists.”
Understanding how to connect different types of technologies to the customer experience can make a world of difference for marketers.
“We need to be hyper-personalized. This transformation of the customer experience is transforming the way that the industrial world needs to operate.”
If marketers leverage high-end technologies, they may be able to deliver personalized customer experiences, regardless of a business’ sector or target audience.
“In the consumer world, everything is getting connected. But in the industrial world, that has a much bigger opportunity,” Sanyal stated. “If you ignore clients in the industrial sector, you might be missing an opportunity. Or, you might be missing an opportunity to become completely disrupted.”
Moreover, a brand must be ready to adjust to consumer expectations. By doing so, a brand can remain flexible and work toward supporting its customers in any way possible.
“We constantly have to redefine ourselves,” Sanyal noted. “The only reason that we are still thriving as a brand is that we had to completely reinvent ourselves.”
Sanyal also indicated that marketers should be ready to revamp their recruitment and training strategies.
Although many marketing teams sought job candidates with particular skills and experience, today’s marketers require openness and flexibility.
As such, marketing teams should include a mix of talent from diverse backgrounds. This combination of marketing professionals can make it simple for an organization to drive innovation and make the most of its technology investments.
In addition, the right marketing team can help a business foster unparalleled customer partnerships and achieve its immediate and long-term goals, Sanyal pointed out.
“We have to completely rethink what our industry model and brand are,” he said. “How do you bring fresh talent to the organization? It’s not just about retraining existing employees. You have to make the brand attractive enough for new talent.”
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