The Customer-activated Enterprise

Insights from the Global C-suite Study

Ten years, 17 studies and 23,000 face-to-face executive interviews have given us rich insights into how private and public sector leaders think. “The Customer-activated Enterprise” is our first simultaneous study of the entire C-suite.

Introduction

Get the IBM C-suite Study

Get the IBM C-suite Study

The IBM C-suite Study is a result of analyzing our conversations with 4,183 leaders in 70 countries. We spoke with a cross-section of C-suite executives in more than 20 industries: Chief Executive Officers (CEOs), Chief Financial Officers (CFOs), Chief Human Resource Officers (CHROs), Chief Information Officers (CIOs), Chief Marketing Officers (CMOs) and Chief Supply Chain Officers (CSCOs).

This Study offers insight into how these leaders view the world, their priorities and how they are preparing for the future. Three major themes emerged. Today’s C-suite must:

Open up to customer influence

In an era of abundant connectivity, endless information and ubiquitous digitization, the new economic equation favors transparency. More than half of CxOs expect to open up their enterprises – bringing down barriers to extend collaboration inside and outside. Their most radical shift may be a new view on what it means to collaborate with customers.

In fact, CEOs told us that customers come second only to the C-suite in terms of the strategic influence they wield. When asked, “Who has the most influence on your strategic vision and business strategy?” 55 percent of interviewed CEOs cited customers.

Voice on the board: Key influencers on business strategy

Pioneer digital-physical innovation

Craft engaging customer experiences

Executive role perspectives

In the first installment of our Global C-suite Study, we spoke in person with 4,183 top executives worldwide to find out how CxOs are earning the loyalty of digitally enfranchised customers and citizens. For each of six executive roles – CEOs, CIOs, CFOs, CMOs, CHROs and CSCOs – we are following up with reports to provide insights into their individual points of view.

Stepping up to the challenge: CMO insights

CMO cover Stepping up to the challenge: CMO insights from the Global C-suite Study

This report focuses on how the 524 CMOs we interviewed help their enterprises become more “customer-activated.” CMOs are wielding more power in the boardroom, as CEOs increasingly call on them for strategic input. In fact, the CMO now comes second only to the CFO in terms of the influence he or she exerts on the CEO.

A growing number of CMOs are also liaising closely with CIOs – with remarkably positive effects on the bottom line. Where the CMO and CIO work well together, the enterprise is more likely to outperform in terms of revenues and profitability. On the other hand, very few CMOs have made much progress in building a robust digital marketing capability. Only a small percentage have set up social networks for the purpose of engaging with customers, even though online input is a crucial part of the dialogue between a company and its customers. The percentage of CMOs who have integrated their company’s interactions with customers across different channels, installed analytical programs to mine customer data and created digitally enabled supply chains to respond rapidly to changes in customer demand is even smaller.

View the CMO infographic
CMO Insights report cover

Pushing the frontiers: CFO insights

New expectations for a new era: CHRO insights

Moving from the back office to the front lines: CIO insights

Reinventing the rules of engagement: CEO insights

CEO cover Reinventing the rules of engagement: CEO insights from the Global C-suite Study

This CEO point of view report delves into the perspectives of the 884 CEOs we interviewed during the IBM Global C-suite Study. Since 2004, CEOs consistently identified market forces as the biggest driver of change. In 2012, for the first time, CEOs expected technology to exert the strongest influence on their organizations and strategy.

And this year, CEOs again ranked technology first. Believing the impact of emerging technologies on their organizations will be profound, CEOs anticipate three areas for action:

• Embrace disruption
• Build shared value
• Dare to be open.

View the CEO infographic
CEO Insights report cover
  • SC

    Chief Supply Chain Officer (CSCO) point of view

    Coming in March

C-suite Study videos: Hear from executives  

Previous

Customers are requiring easy, simple and intuitive experiences on all devices

Justyna Kesler, COO of ING Poland shares customer expectations and ongoing challenge to address cost and efficiency pressures.

View this video (00:02:46)

Leadership roles are being redefined, silos are being removed

Petr Dvorak, V.P. of Vodafone Czech Republic, discusses the importance of a Marketing Leader being visionary, focused on driving change and rallying around universal KPIs to drive alignment across the organization's boardroom.

View this video (00:03:37)

Adapting the business to evolving customer demands

Rodrigo Galindo, CEO of Kroton Educacional, a Brazilian education company, discusses what makes a good CEO today and in the future, how to work successfully with other board members, and how to continuously drive innovation and deliver technology to meet customer demands.

View this video (00:03:17)

Developing business strategy from customers' viewpoint

David Johnson, Global CIO of Jones Lang LaSalle, a real estate business firm, shares how he collaborates with peers and how future CIOs will spend more time translating data to design solutions for clients.

View this video (00:03:57)

Building an integrated customer experience

Mara Maehara, CIO of Grupo Pão de Açúcar, a Brazilian retail holding company, discusses how they are approaching building an integrated customer experience, the importance of understanding both the company's strategy and needs of IT, and the belief that the CIO of the future will need to serve as a change agent.

View this video (00:02:55)
 

Driving customer relationships by creating experiences

Erwin Verstraelen, CIO of AVEVE, a Belgian agriculture company, discusses how the CIO achieves innovation through enterprise transformation by driving the relationship with customers.

View this video (00:02:56)

Translating technology into business needs

Julio Baiao, CIO at Viavarejo, a Brazilian electronics retail company, discusses the importance of participating in strategic business decisions, leading in a collaborative environment, and how to be a successful CIO that drives simple, sustainable innovation.

View this video (00:03:08)
Next

How IBM can help C-suite executives

 

Previous

   As customers gain more power over the business via social media, their expectations keep rising and their tolerance keeps decreasing.

CIO, Retail, Turkey

   We need to collaborate and create a transparent supply chain, instead of thinking that knowledge is power and that we can be the superheroes who save the day.

CSCO, Information Technology, United States

   Big data is the buzz and digital is now the new normal. We need to change the way we work with our clients in this continuous virtual cycle.

CMO, Banking, Singapore

   As customers gain more power over the business via social media, their expectations keep rising and their tolerance keeps decreasing.

CIO, Retail, Turkey

Next

Follow our Forward Thinkers


Connect with us

Twitter Youtube Linkedin WordPress Facebook google+ pinterest

C-suite events

Webinar: Pushing the Frontiers: CFO Insights from the C-suite Study hosted by Financial Executives Int'l featuring:


Date: Tuesday, April 15, 2014
Time:1:00 to 2:00 pm EDT
Click here to register. Promo code: IBM

Video: Welcome to The Customer-activated Enterprise

CEOs share control with customers.

C-suite Study press release

IBM Study: C-suite leaders look to customers to steer business strategy

What people are saying about C-suite topics


Tweets
Blogs
Videos
Mar 17, 04:13 AM Luis Peinado Luis Peinado @pentinati

RT @IBMBPIA: IBM scientists invent "cloud of clouds" approach to improve cloud reliability #ibmcloud http://t.co/LYfC44zZDx #IBM

 
         
Mar 17, 03:59 AM IBM BP IA IBM BP IA @IBMBPIA

IBM scientists invent "cloud of clouds" approach to improve cloud reliability #ibmcloud http://t.co/LYfC44zZDx #IBM

 
         
Mar 17, 03:27 AM Rodríguez Ringach Rodríguez Ringach @RguezRingach

RT @mbolo54: La Cloud dinámica es la única manera de aprovechar integralmente el mundo móvil y social + el procesamiento analítico. #IBMClo…

 
         
Mar 17, 03:27 AM Rodríguez Ringach Rodríguez Ringach @RguezRingach

RT @mbolo54: El 85% de las nuevas aplicaciones de negocio estarán sobre Cloud, asegura IBM. Y creo que está en lo cierto. #IBMCloud

 
         
Mar 17, 03:15 AM Cameron Ferstat Cameron Ferstat @cferstat

Seizing the opportunity. #CIOs moving IT focus from the big T to the big I - #information. #CIOstudy #csuitestudy http://t.co/ghCDCbOwgZ

 
         
Mar 17, 03:11 AM Jessica Hughes Jessica Hughes @jurassica__park

RT @vpfetter: Why Companies Fail To Engage Today's Workforce: The Overwhelmed Employee #CHRO #CEO http://t.co/mkb2gnDZ93

 
         
Mar 17, 02:47 AM Jeanne Meister Jeanne Meister @jcmeister

thank you @CrossKnowledgEN for a great conference in Paris with such a global audience of #CLO #CHRO

 
         
Mar 17, 12:45 AM Luciana Opran Luciana Opran @Luciana2017

RT @ibmretail: RT @SmarterPlanet: The #CIO has a new role and it inlcudes engagement and transformation http://t.co/QdTlnWVKJV #IBMIBV

 
         
Mar 17, 12:03 AM Mario Bolo Mario Bolo @mbolo54

La Cloud dinámica es la única manera de aprovechar integralmente el mundo móvil y social + el procesamiento analítico. #IBMCloud

 
         
Mar 17, 12:02 AM Mario Bolo Mario Bolo @mbolo54

El 85% de las nuevas aplicaciones de negocio estarán sobre Cloud, asegura IBM. Y creo que está en lo cierto. #IBMCloud

 
         
Mar 17, 12:00 AM Mario Bolo Mario Bolo @mbolo54

Los anuncios recientes de IBM s/ Cloud son inicio de una revolución sólo comparable a la del e-business o al anuncio del S/370. #IBMCloud

 
         
Mar 16, 11:30 PM aiHit Bot aiHit Bot @aiHitBot

Feb 27 - Mar 16 #NETHERLANDS #KPN changed #CHRO. Lia Belilos replaced by Janine Vos Learn more http://t.co/qEbm5zgMG7 #BigData

 
         
Mar 16, 10:30 PM aiHit Bot aiHit Bot @aiHitBot

Mar 11 - Mar 16 #NETHERLANDS #KPN changed #CHRO. Lia Belilos replaced by Janine Vos Learn more http://t.co/Gndv0nYc69 #BigData

 
         
Mar 16, 09:46 PM aiHit Bot aiHit Bot @aiHitBot

Mar 11 - Mar 16 #NETHERLANDS #KPN changed #CHRO. Lia Belilos replaced by Janine Vos Learn more http://t.co/uwEZgt8mhX #BigData

 
         
Mar 16, 07:37 PM aiHit Bot aiHit Bot @aiHitBot

Mar 11 - Mar 16 #NETHERLANDS #KPN changed #CHRO. Lia Belilos replaced by Janine Vos Learn more http://t.co/5kAgOpPFuN #BigData

 
         
Mar 16, 07:34 PM aiHit Bot aiHit Bot @aiHitBot

Feb 28 - Mar 16 #UK SG GAMING changed #CHRO. Marina Campbell replaced by Reema Bhanot Learn more http://t.co/gmKJhJEG2k #B2B

 
         

 

  • IBM

    Access unique content

    Download the IBM IBV tablet app for Android (non-ibm.com link) and iPad (non-ibm.com link)

  •  

    Subscribe to IdeaWatch

    Receive monthly email updates on recent executive reports from IBM Institute for Business Value.