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France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience
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France’s Top Businesses Discuss the Convergence of Digital and the Customer Experience

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To understand how technology is changing companies – and how the role of the Chief Information Officer is evolving as a consequence – comes down to one thing: figuring out how to change the way you do …

To understand how technology is changing companies – and how the role of the Chief Information Officer is evolving as a consequence – comes down to one thing: figuring out how to change the way you do business to reflect how customers are using technology. This was the conclusion which underlined the discussion at the latest in our series of FT events held in partnership with HP, on the convergence of digital and the customer experience.

The panel was comprised of a mix of CIOs, marketing, brand and sales professionals from some of France’s leading companies. They worked in a range of sectors and industries and yet the challenges – and opportunities – identified by each boiled down the same fundamental questions.

Digital has changed everything about how we do business. Initially, dealing with this was about trying to find a way of putting all transactions online. But now, in the words of one panellist, we are at “the second stage of the digital revolution”. This is all about “the customer journey”, that is building a system that will engage consumers in a way that reflects how individuals want to be approached rather than how companies think they want to be engaged.

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  • 1. SUMMARY REPORT 22 May 2014 Paris The Convergence of Digital and the Customer Experience Driving change across the business
  • 2. Agenda 19.00 Registration and Drinks Reception 19.30 Welcome Remarks Ravi Mattu, Acting Editor, FT Weekend Magazine and former Editor, Business Life, Financial Times 19.40 Dinner 20.45 Panel Discussion Themes to be addressed: • In what ways are customer needs changing, and how can businesses adapt accordingly? • What is driving this increased customer empowerment? • How does the IT function need to reinvent itself in order to be strategically relevant in respect of the customer? • How is your organisation addressing the issues and opportunities associated with multiple channels? • How can we prepare for next-generation advances, such as the Internet of Things and augmented reality? • To what extent could the use of analytics help to make businesses more customer-centric? • How can you get support from the board for customer experience initiatives and ensure that it is considered a priority? • The rise of the Chief Digital Officer – what could this mean for your institution? Michael Aidan, Global Head of Digital and VP Digital Brand Platforms, Danone Jean-Luc Chrétien, Executive Vice-President, Sales and Distribution, Accor Jean-Christophe Lalanne, Executive Vice-President, Information Systems, Air France Thomas Romieu, Group Digital Director, LVMH Robert-Jan Thomassen, Sales Director, HP Enterprise Services France Q&A session included Moderated by Ravi Mattu, Acting Editor, FT Weekend Magazine and former Editor, Business Life, Financial Times 21.45 Concluding Remarks Ravi Mattu, Acting Editor, FT Weekend Magazine and former Editor, Business Life, Financial Times 21.50 Networking Drinks THE CONVERGENCE OF DIGITAL AND THE CUSTOMER EXPERIENCE
  • 3. Summary Report By Ravi Mattu To understand how technology is changing companies - and how the role of the Chief Information Officer is evolving as a consequence - comes down to one thing: figuring out how to change the way you do business to reflect how customers are using technology. This was the conclusion which underlined the discussion at the latest in our series of FT events held in partnership with HP, on the convergence of digital and the customer experience. The panel was comprised of a mix of CIOs, marketing, brand and sales professionals from some of France’s leading companies.They worked in a range of sectors and industries and yet the challenges - and opportunities - identified by each boiled down the same fundamental questions. Digital has changed everything about how we do business. Initially, dealing with this was about trying to find a way of putting all transactions online. But now, in the words of one panellist, we are at“the second stage of the digital revolution”.This is all about“the customer journey”, that is building a system that will engage consumers in a way that reflects how individuals want to be approached rather than how companies think they want to be engaged. How does this manifest itself? First, responding to consumers on whatever device - desktop, tablet, smartphone - they want to use and whenever they choose to do it.The CIO of a leading luxury group described this process as providing“the right level of relevant services”. In a world where“there are zillions of touch points on the internet; the main challenge is to ensure that we understand which ones are the most important to tackle”. So, if a person wants to order a handbag at 2am, a company needs to provide the infrastructure to enable them to do it. For example, the use of the smartphone as the key device connecting a company and its clients has exploded.According to another CIO, three years ago“between 11 and 15 per cent of people were using a smartphone. It’s over 50 per cent now, so you want to make sure that you can have a decent experience on a small screen.” Beyond the technology, engagement is the magic word when it comes to designing the user experience.This is about much more than a transactional, you-buy-I-sell relationship. Unless a business can develop a deeper relationship with its customers - whether they are individuals or other companies - they will be lost. On this point, it is about devices, and more about technology. An executive from a fast-moving consumer goods group said:“The best brands in the world in the coming years - and we have a few examples already - are the ones that will be able to combine the emotional bond with their audience with the technology.”
  • 4. Another participant said that this shift posed more profound questions about how organisations are structured and how they operate to maximise opportunity.“One thing is absolutely crucial,”he said. “People think the digital transformation is about technology.To me, it has literally nothing to do with technology.Technology is just highlighting the fact that most corporations have been little by little working in silos, whether they were silos by division, by brands, by function or by region.” Where did this leave the executives in the room? These are challenging and uncertain times - but there are also huge opportunities.“I really think that this is the most exciting period of time I’ve ever seen,”said one of the CIOs.“It’s absolutely beautiful, because the technologies are creating the condition of a total massive competition, and this is something exciting.” THE CONVERGENCE OF DIGITAL AND THE CUSTOMER EXPERIENCE
  • 5. BIOGRAPHIES CHAIR Ravi Mattu Acting Editor, FT Weekend Magazine former Editor, Business Life, Financial Times Ravi Mattu is part of the features and comment team at the Financial Times. Mr Mattu joined the FT in 2000 and has worked in a variety of senior roles including: Acting Editor of the FT Weekend Magazine; Editor of Business Life, the management section of the Financial Times, from 2009 to 2013; Editor of Special Reports (magazines and websites) and Mastering Management; and Launch Editor of FT Wealth. He writes on management, innovation, entrepreneurship, technology and business, and is co-host of FT Innovate, the Financial Times’ premier annual event on innovation. Before joining the FT, Mr Mattu was an editor at Prospect magazine from 1997-2000. He began his career at Harper’s Magazine in New York.
  • 6. For more updates, please see our Facebook page: www.facebook.com/FinancialTimesLive Financial Times Live group: http://on.ft.com/linkedin FOLLOW FT LIVE For live updates from events and to participate on Twitter: www.twitter.com/ftlivedigital t v ą Financial Times Live, the global conferences and events arm of the Financial Times, gathers pre-eminent public and private sector decision-makers, visionaries and strategists from the world’s most important economies and industries for a wide range of interactive, agenda-setting programmes that combine the power of on-site discussion and networking with the flexibility of live-streamed and on-demand broadcasting. Chaired by senior journalists from the Financial Times and its group publications, the summits, conferences, awards and strategic forums organised by FT Live provide audiences with the opportunity to listen to and interact with speakers of the highest calibre in lively and stimulating debates that cover the key issues of our time. The Financial Times provides essential news, comment, data and analysis for the global business community. It has a combined print and online average daily readership of 2.1 million people worldwide and a combined paid print and digital circulation of almost 629,000 (Deloitte assured, Q3 2013). FT education products now serve 34 of the world’s top 50 business schools. www.ft-live.com www.ft.com ORGANISERS
  • 7. The work we do at HP Enterprise Services starts and ends with our clients. We listen, we care, and we stand by them – aspiring to deliver the best client experience in the industry with targeted business and technology solutions to over 1,000 large businesses and governments in 90 countries. For more than 50 years, HP Enterprise Services has been a safe pair of hands and dedicated partner to enterprises and governments around the globe. We help our clients evolve their IT to enable business strategies – creating better customer experience, empowering employees, or driving new business models. It’s what keeps our clients relevant and ahead of the competition. We advance the way they use technology through our infrastructure outsourcing and project services, business process outsourcing, and applications services. We advise, transform, and manage to advance each enterprise, no matter where they are in the journey. We are successful when they are successful. www.businessvalueexchange.com THE CONVERGENCE OF DIGITAL AND THE CUSTOMER EXPERIENCE
  • 8. Financial Times Live One Southwark Bridge London SE1 9HL UK T: +44 (0) 20 7775 6653 E: ftlive@ft.com www.ft-live.com/hpcio www.ft-live.com

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