There needs to be an organisational transformation before digital experiences can achieve their potential
Most of our clients are quick to accept the theoretical benefits of creating progressive, experience-based, digital solutions.
Even from the start of the sales journey, there is a great deal of enthusiasm. So much so, sales are going extremely well for portfolio products from giants such as EPiServer, SDL, Sitecore, Adobe, and Oracle. CXM products and modules are often purchased “just in case” they are needed. They cost significantly less than other CMS licenses, and many major clients are confident they will be used as soon as managers have been appointed and implementation projects launched.
But this is not happening.
Client companies are finding difficulty in appointing new managers and in finding time for this kind of project within their existing organisational structure. We’re noticing that customers are grateful when Nansen takes a leading role in investigating, defining, and planning for the customer journey. We make recommendations for the future if they are looking for new ways of working.
As a response from the product companies, this year, Sitecore’s Business Optimisation Services (SBOS) was launched. It focuses on helping clients to align their organisation with their newly purchased CXM products. They build their own advice on best practices from customers who changed their online marketing and IT support more progressive working practices. There is also a customer experience board game, a manual, and a maturity model.
In essence, it’s kind of a regression to 5–7 years ago when the CMS companies offered “Expert Services.” This is rare today, since these were more in demand when the products were less polished and more complex.
Last autumn, Adobe seemed to understand the need for structural reorganisation when they said, “We only speak to top management”, referring to TeliaSonera. Implementing Adobe AEM products will not achieve anything in isolation. The entire organisational structure must change fundamentally if positive outcomes are to take effect.
Martin Edenström
