CHIEF DIGITAL OFFICER
Job Description, Skills and TrainingThe position of the Chief Digital Officer (CDO) within a company is rather controversial and discussed. In theory, the CDO can be placed hierarchically above, below, or alongside other professional figures such as the Chief Executive Officer (CEO) and the Chief Information Officer (CIO) depending on the type of organization. In practice, in order to do their job well, the Chief Digital Officer cannot do without the support of the CEO and the CIO.
The role of the Chief Digital Officer is cross-functional and much of their success is linked to effective communication with various company sectors: administration, human resources, IT, marketing, and communication.
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CDO: Who is it? What position does it hold in the company?
Chief Digital Officer (CDO) is the designation given to a specific emerging professional figure that is constantly growing and evolving. All companies that want to enter the digital world need a CDO to whom to entrust the Digital Strategy to increase Brand Reputation and revenues by leveraging the potential of social media and web marketing.
The Chief Digital Officer has the responsibility to identify the areas where digital transformation can make a difference in the customer experience. Not surprisingly, the sectors that most seek this professional figure are those oriented towards consumers, such as media, entertainment, and other consumer products. However, their role is also growing progressively in public administration.
The Chief Digital Officer in Italy is called upon to bring about a change within the company organization. Usually, the first obstacle that they face is of a cultural nature. In other words, they must convince the company of their value and that of the digital project. Having broken down this wall, the next step will be to listen carefully to understand the different opinions and ideas that circulate within the company and synthesize them into projects in which all parties can recognize themselves.
Chief Digital Officer Job Description
To be a good Chief Digital Officer, you need to have skills in at least these 4 areas, which you can also acquire through a Chief Digital Officer Master:
- Web Analytics
- ICT (Information and Communications Technology)
- Digital Marketing and Traditional Marketing
- e-commerce (go to course)
The ability to lead transformation towards tangible and measurable results must also be combined with the role of the Chief Digital Officer (CDO).
The CDO’s primary focus is on Customer Experience, with the most important goal being to optimize User Experience as much as possible. Their digital strategy (see course) should aim to engage users by leveraging multiple digital platforms (desktop, PC, smartphone, tablet, smartbox, smartwatch, and smartTV) and to foster customer loyalty. You can learn more with the User Experience Course.
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User Experience and Customer Journey
To provide users with an excellent browsing and purchasing experience at sustainable costs, a next-generation operating model is needed. This new model consists of combining existing operational capabilities within the company with digital technologies. Naturally, this change requires a new way of working and, consequently, a significant effort on the part of all business figures. This effort will be more than repaid if the digital strategy adopted by the Chief Digital Officer has been meticulously studied and optimized.
User Experience
To achieve a distinctive and effective User Experience, it is necessary to focus on the Customer Journey and the internal processes that support it. To attract potential customers, foster loyalty, and turn them into fans/promoters, a solid strategy of Inbound Marketing and Lead Generation is needed. Structuring this type of strategy, however, requires a series of skills that are difficult to learn without valid assistance or, even better, a certified Inbound Marketing and Lead Generation course!
Inbound Marketing
Inbound marketing is a set of actions aimed at attracting new customers without disturbing them at any time, but rather attracting them on their own, in the right way, at the right time, and with the right content. How do you do it? You start by identifying the Buyer Personas, that is, the typical user. Through interest targeting (how old are they? What income bracket do they belong to? What profession do they hold? and so on), you can understand the needs of that type of user. Once you have understood the needs, the next step is to study how to satisfy them by asking yourself, “How can I propose my product/service to this potential customer?”, certainly starting from quality content.
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Customer Journey
Once the target audience and goals have been clarified, the Chief Digital Officer must design an action plan:
- Which channels should be used? SEO, SEM, Blogging, Social Media Marketing, Email Marketing.
- What fields should be included in the first registration form to avoid scaring the customer away with excessive requests?
- How do we contact the user after the first registration to complete the personal information and place them in the right segment?
- What Lead Nurturing strategies should be used to retain the customer after the first purchase and turn them into a fan/promoter?
The right approach is to guide the user throughout their entire process within the Funnel. The Funnel is a funnel-shaped process that includes 4 macro steps.
- Awareness: the “awareness of existence,” that is, finding a way to make the user discover that your brand, your product/service exists.
- Interest: finding content that generates interest.
- Consideration: finding a way to distinguish yourself from the competition so that the user includes you in the list they will consider to purchase that product/service.
- Purchase: the purchase phase, the transition, and the acquisition of a real customer.
The transition to the next-generation operational model begins with the classification and mapping of the main pathways. Customer journeys can vary depending on the product/service and the user segment of interest. To support this type of operation, the best practices of marketing automation must be intelligently leveraged.
Chief Digital Officer Master, Certifications, and Training Courses
The Digital Officer must understand the needs of potential customers before studying how to influence them. To do this, it is necessary to understand the markets in which the company operates, even better if the officer is passionate about them. This is one of the main reasons why companies increasingly prefer to turn to a coach and train their internal managers in digital rather than introducing an external CDO who does not have a deep understanding of the type of market with which the company is dealing.
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Conclusions
The world of work has changed, and new digital professions offer solutions that, given their continuous evolution, can lead companies to success. However, as seen, we are talking about a very vast world, and the required skills may not be easy to learn. If you are interested in all this but do not know where to start, begin by asking us for more information!