Digital transformation can be a loaded agenda – it comes with high hopes and expectations to deliver benefits and improvements that are many, varied and profound in their impact. And that’s all very well, but too often marketers become too inwardly focused in their transformation efforts, failing to look outward or to put the customer at the heart of both process and objective. That in turn risks a transformation programme that at best misses the mark – or at worst, falls on its face.
In this session, Scott Allen will explore how Microsoft set the scene for digital transformation around their customers, recognising that not all of them were on the same page, or had the same needs and expectations. And he’ll explain how Microsoft dealt with the increasingly difficult challenge of getting customers’ attention in an increasingly crowded and cluttered digital landscape.
