IBM Institute for Business Value!
IBM Institute for Business Value!
The IBM global C-suite Study draws 

on a decade of research with over 

20,000 interviews!

CEOs!
6,300!

CIOs!
7,000!

C...
This study covers 4,183 face-to-face
conversations with CxOs in 70 countries!
North
America!

Western Europe!

1,349!

605...
Agenda








How CxOs view the world



How the C-suite is preparing for the future

─ Open up to customer influence

─ P...
CEOs consider
technology the
single most
important external
force shaping their
organization’s
future!

CEO Studies 2004–2...
All CxOs think
technology is one of
the top three forces !

External forces impacting the !
!
enterprise (3–5 years)!
CEO!...
CxOs predict
significant changes
in the business
landscape!

Business landscape changes in the !
!
next three to five years!...
Agenda








How CxOs view the world



How the C-suite is preparing for the future

─ Open up to customer influence

─ P...
Customers wield
considerable
influence on today’s
enterprises,
compelling CxOs to
act and change
course!

Customer influence...
CEOs say customers come second only to 

the C-suite in terms of strategic influence!
Key influencers on enterprise vision !...
CEOs stand ready
to involve
customers in what
is typically
considered their
domain:
developing
business strategy!

Custome...
Outperforming
enterprises are
more likely to
collaborate
extensively with
their customers!

Greater collaboration with cus...
Agenda








How CxOs view the world



How the C-suite is preparing for the future

─ Open up to customer influence

─ P...
Two-thirds of
enterprises have a
weak digitalphysical strategy –
or none at all!

Types of digital strategy!

33%!

%!
36
...
CMOs see a
critical need to
implement an
organizationwide digital
strategy!

Digital ambitions – CMOs!

16%!

13%!

20%!

...
In line with
CMOs, 

four-fifths of
CIOs aim to
digitize their
front office to
sync with
customers more
effectively!

IT foc...
CxOs intend to interact digitally with customers
to a much greater extent in the future!
Customer interaction channels!
52...
Lack of a cohesive social media plan is the biggest
barrier to doing more in the digital space!
Challenges to implementing...
Agenda








How CxOs view the world



How the C-suite is preparing for the future

─ Open up to customer influence

─ P...
The more
deeply an
enterprise
understands its
customers, the
more likely it is
to flourish!

High level of customer underst...
Recognizing the change in customers’ expectations,
CxOs are rebalancing their priorities!
Areas of personal involvement!
2...
All CxOs plan to focus more on the customer experience in
the future, with CIOs clearly upping their game !
Change of focu...
CxOs in
outperforming 

enterprises
focus more
heavily on
improving the
customer
experience!

IBM Institute for Business V...
Agenda








How CxOs view the world



How the C-suite is preparing for the future

─ Open up to customer influence

─ P...
To drive
performance,
CxOs form !
an intricate
web of
relationships!

CEO!

CFO!

CHRO!

CIO!

CMO!

CSCO!

IBM Institute ...
CEOs heading
outperforming
enterprises see
clear proof of
the dividends
that a united 

boardroom
brings!

IBM Institute f...
CxO Point of
View Schedule!
CEO and CIO!
November 2013!
!
CFO and CMO!
January 2014!
!
CHRO and CSCO!
February 2014!

IBM ...
We invite you to continue the conversation!
Connect with us

For more information about this
study and to get the full ver...
Caroline Steele


Chris Hasbrook


Tom Yorton


CMO

GE Capital, Rail Services !

VP & General Manager

UL, Built Environm...
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BMA Chicago: The Customer-Activated Enterprise - IBM C-Suite Study

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BMA Chicago: The Customer-Activated Enterprise - IBM C-Suite Study

  1. 1. IBM Institute for Business Value! IBM Institute for Business Value!
  2. 2. The IBM global C-suite Study draws 
 on a decade of research with over 
 20,000 interviews! CEOs! 6,300! CIOs! 7,000! CMOs! CSCOs! 2,200! 600! CFOs! 4,500! CHROs! 1,500! ! ! ! ! ! ! ! ! ! ! ! ! IBM Institute for Business Value!
  3. 3. This study covers 4,183 face-to-face conversations with CxOs in 70 countries! North America! Western Europe! 1,349! 605! ! ! ! Central and Eastern Europe! 304! ! ! ! 631! Japan! 637! South! America! IBM Institute for Business Value! 182! Middle East ! and Africa! 475! Asia Pacific!
  4. 4. Agenda
 
 
 
 How CxOs view the world
 
 How the C-suite is preparing for the future
 ─ Open up to customer influence
 ─ Pioneer digital-physical innovation
 ─ Craft engaging customer experiences
 
 Pulling together
 ! IBM Institute for Business Value!
  5. 5. CEOs consider technology the single most important external force shaping their organization’s future! CEO Studies 2004–2013! 2004! 2006! 2008! 2010! 2012! 2013! Technology factors! Market factors! Macro-economic factors! People skills! Regulatory! concerns ! Socio-economic factors! Globalization! Environmental issues! Geopolitical! factors! IBM Institute for Business Value!
  6. 6. All CxOs think technology is one of the top three forces ! External forces impacting the ! ! enterprise (3–5 years)! CEO! Technology factors! Market factors! Macro-economic factors! People skills! Regulatory concerns ! Socio-economic factors! Globalization! Environmental issues! Geopolitical factors! IBM Institute for Business Value! CFO! CHRO! CIO! CMO! CSCO!
  7. 7. CxOs predict significant changes in the business landscape! Business landscape changes in the ! ! next three to five years! 20%! Smaller partner base! Face-to-face interaction! Partnering to increase efficiency! Focus on customers as segments! Operational control! 20%! 68%! 25%! 61%! 33%! 54%! 28%! 52%! Neutral! IBM Institute for Business Value! 73%! 11%! Bigger partner 
 network! Social/digital ! interaction! Partnering to ! increase value! Focus on customers 
 as individuals! Organizational openness!
  8. 8. Agenda
 
 
 
 How CxOs view the world
 
 How the C-suite is preparing for the future
 ─ Open up to customer influence
 ─ Pioneer digital-physical innovation
 ─ Craft engaging customer experiences
 
 Pulling together
 ! IBM Institute for Business Value!
  9. 9. Customers wield considerable influence on today’s enterprises, compelling CxOs to act and change course! Customer influence on the ! ! enterprise! 10%! %! 54 36%! Influenced to 
 a large extent! Large extent! IBM Institute for Business Value! 54%! Some extent! Limited extent!
  10. 10. CEOs say customers come second only to 
 the C-suite in terms of strategic influence! Key influencers on enterprise vision ! and strategy! 20%! C-Suite! 78%! Customers! 55%! Board of Directors! 53%! Corporate strategy function! 44%! Non-executive senior leadership! 26%! Key external business partners! 25%! Parent company! IBM Institute for Business Value! 23%!
  11. 11. CEOs stand ready to involve customers in what is typically considered their domain: developing business strategy! Customer inclusion in business strategy development! %! 40more! 
 ! 60%! IBM Institute for Business Value! 43%! 43%! Today! ! 60%! 3–5 Years!
  12. 12. Outperforming enterprises are more likely to collaborate extensively with their customers! Greater collaboration with customers translates into 
 greater financial success! more! 54%! 
 ! 39% ! Underperformers! ! ! ! 60%! Outperformers! IBM Institute for Business Value!
  13. 13. Agenda
 
 
 
 How CxOs view the world
 
 How the C-suite is preparing for the future
 ─ Open up to customer influence
 ─ Pioneer digital-physical innovation
 ─ Craft engaging customer experiences
 
 Pulling together
 ! IBM Institute for Business Value!
  14. 14. Two-thirds of enterprises have a weak digitalphysical strategy – or none at all! Types of digital strategy! 33%! %! 36 36%! have an integrated digital-physical strategy! 31%! IBM Institute for Business Value! Integrated digital-
 physical strategy! Limited digital strategy! No digital strategy!
  15. 15. CMOs see a critical need to implement an organizationwide digital strategy! Digital ambitions – CMOs! 16%! 13%! 20%! 13%! 11%! 87%! Integration of crosschannel touchpoints! 83%! 78%! Analytics to capture customer insights! Social networks to foster collaboration! 73%! 69%! Workforce aligned to opportunities! Digitally enabled supply chain! Today! IBM Institute for Business Value! 3-5 Years!
  16. 16. In line with CMOs, 
 four-fifths of CIOs aim to digitize their front office to sync with customers more effectively! IT focus area – digitizing the front office! 5%! 12%! 83%! will focus on front office digitization! 83%! Large extent! IBM Institute for Business Value! Some extent! Limited extent!
  17. 17. CxOs intend to interact digitally with customers to a much greater extent in the future! Customer interaction channels! 52%! Digital! 88%! 20%! 80%! Face-to-face! 70%! 57%! Call centers! Traditional media! 48%! 45%! 24%! Today! IBM Institute for Business Value! 3–5 Years!
  18. 18. Lack of a cohesive social media plan is the biggest barrier to doing more in the digital space! Challenges to implementing ! a digital strategy! Lack of a cohesive social media plan 
 ! 20%! Competing priorities or initiatives! 63%! 54%! Difficulty measuring investment returns! 52%! Legal and security concerns ! 38%! Lack of appropriate technology! 37%! Lack of leadership support! Concerns about inappropriate use! IBM Institute for Business Value! 28%! 16%!
  19. 19. Agenda
 
 
 
 How CxOs view the world
 
 How the C-suite is preparing for the future
 ─ Open up to customer influence
 ─ Pioneer digital-physical innovation
 ─ Craft engaging customer experiences
 
 Pulling together
 ! IBM Institute for Business Value!
  20. 20. The more deeply an enterprise understands its customers, the more likely it is to flourish! High level of customer understanding! more! 62%! 
 ! IBM Institute for Business Value! 29% ! Underperformers! ! 47%! Outperformers!
  21. 21. Recognizing the change in customers’ expectations, CxOs are rebalancing their priorities! Areas of personal involvement! 20%! Customer experience management! eCommerce! Talent management! Supplier, vendor and partner management! Risk and security! IT systems and operations! IBM Institute for Business Value! +8%! +7%! +5%! -5%! -5%! -6%!
  22. 22. All CxOs plan to focus more on the customer experience in the future, with CIOs clearly upping their game ! Change of focus – ! Customer Experience Management! CEO! CFO! 34%! 9 %! 41%! 13%! CHRO! 29%! CIO! 28%! 38%! 46%! CMO! CSCO! 75%! 29%! Today! IBM Institute for Business Value! 37%! 3–5 Years! 77%!
  23. 23. CxOs in outperforming 
 enterprises focus more heavily on improving the customer experience! IBM Institute for Business Value! Focus on improving the customer experience! more! 29%! 
 ! 42% ! Underperformers! ! 54%! Outperformers!
  24. 24. Agenda
 
 
 
 How CxOs view the world
 
 How the C-suite is preparing for the future
 ─ Open up to customer influence
 ─ Pioneer digital-physical innovation
 ─ Craft engaging customer experiences
 
 Pulling together
 ! IBM Institute for Business Value!
  25. 25. To drive performance, CxOs form ! an intricate web of relationships! CEO! CFO! CHRO! CIO! CMO! CSCO! IBM Institute for Business Value!
  26. 26. CEOs heading outperforming enterprises see clear proof of the dividends that a united 
 boardroom brings! IBM Institute for Business Value! Good relations: C-suites that work together! more! 28%! 
 ! 72% ! Underperformers! ! 92%! Outperformers!
  27. 27. CxO Point of View Schedule! CEO and CIO! November 2013! ! CFO and CMO! January 2014! ! CHRO and CSCO! February 2014! IBM Institute for Business Value! In the coming months, we will further explore
 each of the specific C-suite roles
 ! Addressing the opportunities and challenges facing the enterprise! ! Tackling the opportunities and challenges facing their functional area! ! Working with their C-suite colleagues!
  28. 28. We invite you to continue the conversation! Connect with us For more information about this study and to get the full version of this report, see ! www.ibm.com/csuitestudy! IBM Institute for Business Value! Access interactive content and listen to CxOs in their own words by downloading the IBM IBV app for Android or iPad!
  29. 29. Caroline Steele
 Chris Hasbrook
 Tom Yorton
 CMO
 GE Capital, Rail Services ! VP & General Manager
 UL, Built Environment! CEO
 Second City Communications! IBM Institute for Business Value!
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