Businesses Urgently Need to Adopt a DDOM-or Risk Decay

IN MY PREVIOUS column titled ‘With Great Data Comes Great Responsibility’ we touched on how harnessing the power of data is essential for strategic and sustainable growth.

Farsighted CMOs are already experiencing the challenges of transforming their current target-based operating models towards a wholly customer-centric and data-driven way of working.

They will have noticed that this journey of data transformation demands the convergence of strategies, operations, and technologies at an enterprise level. It also requires significant

time and resources. So why should an organisation endeavour to go down this path? Because without a data-driven operating model (DDOM), as many CMOs and even CEOs have discovered, their teams may be looking up at the same stars, but “they are likely to see such different things” as Jon Snow, Winterfell’s unsung hero put it.

For customer centricity to become a way of life, businesses have to immerse themselves into a data-driven operating model, or DDOM. Simply put, this is a way of working that centres the business around the customer journey and drives the business toward strategic objectives with informed insights. At a fundamental level, this means that right from individual employees on the periphery of the organisation to the C-suite, any decision that impacts the overall customer experience has to be guided by insights, and not relied on by intuition or educated guesswork, a drastic shift from the old method.

COLLABORATION IS KEY