Marketing and growth leaders’ agenda

The new mandate for data-driven marketing and growth leaders: frictionless, personalized experiences to anticipate and deliver what customers need.

Adapting to cautious customers

In this webcast, panelists from our Customer & Growth teams outline steps that brands can take to better serve customers in a post-pandemic world.

 

Watch on-demand

The global pandemic has given companies a new mandate around the customer journey and rapid acceleration of digital transformation. You need the right growth strategy and the right customer experience now, next and beyond. Here are three priorities:

  • Reimagine growth with a customer-centric lens

    Reimagine and redesign your growth strategy by establishing a future-back vision around customer-centric growth, enabling your business to optimize customer lifetime value focus and invest in the most valuable customers and customer touchpoints including considerations on organic growth, M&A, geographic expansion and segmentation.

    Eight ways to keep up with your customers during and after COVID-19

    Consumer spending and behavior is changing dramatically in the face of the pandemic. If you don’t plan for the future today, you may find tomorrow’s too late.

    6 May 2020 Janet Balis

  • Anticipate relevance and innovate products & services

    Empowered to shop wherever and however they want, customer preferences around the world are increasingly evolving  e.g. toward products and services that are local, authentic, transparent, traceable, and ethical. This is forcing brands to continuously re-imagine and optimize their offering strategy and portfolio, and even develop and implement new business models and concepts, both in the current core functions or in peripheral functions to meet the evolving needs of consumers now, next and beyond.

  • Personalize customer experiences and remove friction in a data-driven world

    Building a strong understanding of customer needs, behavior, emotions and satisfaction and being able to quickly translate these insights through effective use of data and technology into business actions on all levels of operations and realize smart customer journeys that increase acquisition, retention, and growth is an important value driver in this time of disruption. This includes:

    • Implementing customer experience (CX) measurement models and understanding customer engagement with novel methods that complement traditional ones such as net promoter scores (NPS) and customer satisfaction scores (CSAT).
    • Using “design thinking”, automated orchestration of customer journeys, and personalization to deliver the best and most relevant experiences that are closely connected to customer needs.
    • Designing and implementing customer-centric operating models and CX technology stacks using scaled, agile frameworks and methods.
    • Shifting the business model and customer experience to digital and direct to consumer (eCommerce)
    How to power-up your growth strategy through data and technology

    Data is a conundrum. It can empower and constrain. By deploying technology solutions in combination with human insight, transformational strategies can emerge.

    29 May 2019 Tony Qui

    How to accelerate online direct to consumer strategies beyond COVID-19

    COVID-19 has boosted the relevance of online D2C channels. Businesses that get it right can enjoy both profitability and growth. Learn more.

    15 Jun 2020 Laurence Buchanan

    Are you agile enough to move with the changing consumer?

    COVID-19 has changed customers’ values and behaviors, their experiences and their expectations of brands. How companies respond will determine their success in recovery.

    28 May 2020 Bill Kanarick

To realize a customer data-driven strategy that drives value and operational efficiency, growth leaders need to look beyond just braving the headwinds of technological debt to:

  • Quantify and optimize the economic impact of customer experience investments

    Growth and customer leaders need a significantly larger budget to pay for an effective data-driven strategy and customer experience, and they need to make stronger business cases and forecast return on investment (ROI) in a way that is satisfactory for the chief financial officer (CFO). 61% of marketing leaders in a recent EY survey said that they wanted to increase their spending in data and analytics.

    This includes:

    • Quantifying the right way to measure ROI
    • Focusing on customer lifetime value
    • Driving financial performance through smart and effective pricing
    • Balancing short- and long-term investments and better leveraging existing investments
    How marketing and finance can map a future together

    EY’s CMO-CFO Connection Report finds that by creating a healthy marketing-finance dynamic, organizations can unlock new value and growth.

    29 Jul 2019 EY Global

  • Transform customer-facing functions with commercial excellence

    The new market realities and evolving growth strategies are forcing marketing, sales and customer care leaders to re-evaluate how they think about their respective functions and how they need to work to drive top- and bottom-line results. Commercial excellence addresses such key issues as:

    • Landing on the most efficient, effective and agile operating model, including inhouse/outsource strategies
    • Structuring and incentivizing organizations correctly to drive effectiveness, productivity and cross functional collaboration, and developing the right skills and talent
    • Identifying the right ecosystem of technologies to support the front lines, such as market intelligence, performance management, enterprise resource planning (ERP), CPQ, CRM
    • Optimizing sales channels across field, inside, and digital sales
    • Using customer care to drive revenue through better upsell/cross-sell
    How to make your sales team relevant, resilient and revenue generating

    In a world changed by COVID-19, it’s essential to understand the art and science of selling with graciousness, trust and noble purpose.

    14 Aug 2020 Woodruff (Woody) Driggs

    When your customers change how they buy, shouldn’t you change how you sell?

    EY’s global research shows tech companies are migrating rapidly to subscription models – but have much to do to increase their readiness.

    23 Apr 2020 David Padmos

    Do you have know-how that’s needed now?

    As tech companies shift to consumption-based business models, they must transform, their sales and marketing teams. Our checklist shows how.

    14 Oct 2021 Miriam Connaughton

Data and analytics is a top priority

61% of marketing leaders in a recent EY survey said that they wanted to increase their spending in data and analytics.

Discover more

Case study: how to upshift the customer experience in the era of mobility

EY teams helped automaker BMW shift from product-centricity to customer-centricity to strengthen loyalty.

Read more

 

Man woman paperwork standing amidst cars showroom
Young woman in a conference room using laptop

Analyst recognition

EY is positioned a leader in Worldwide SAP Implementation Services by IDC MarketScape.

Read more

Transformation Realized

Transforming businesses through the power of people, technology and innovation.

Discover more