Wunderman Future Ready
Updated: December 18, 2017
Prepared by PSB
1
Methodology
2
Research Specifications:
20-minute online, quantitative survey conducted between November 22 and December 11, 2017
Total of N=250 Business Decision Makers (BDMs) who work globally across 5 key verticals.
• BDMs are global executives who have decision-making authority inside their own departments or across their companies. Their
businesses have at least $100M a year in revenue and fall into one of five verticals targeted (Telecom and Technology, Financial
Services, Healthcare, Retail and Consumer Packaged Goods).
Online Survey - Verticals
Telecommunications
& Technology
Retail Consumer Packaged
Goods
Financial Services Healthcare
50 50 50 50 50
Separate
telecommunications
deck forthcoming,
which will reflect
over-sample.
Objectives
3
The primary objectives for the research are to assess the extent to which BDMs believe…
Their business has a vision and mission that is consistent internally and externally
Their company can anticipate the needs of the consumer
They utilize data to make quick and effective business decisions
They are optimizing value from marketing and technology investments
Their company is willing to invest in long-term strategies, even in the face of short-term
sacrifices
4
KEY FINDINGS
Are BDMs Future Ready?
5
They THINK they are in the broadest sense, it would take a lot for that to be true
There’s a big disconnect between
perception and reality
They think they are theoretically set up right…
6
They realize the
necessity to adopt
new technology and
are willing to make
sacrifices to do this
Many say they have
access to data and
recognize its
importance
BDMs aim for
greatness and are
relentlessly client-
centric
They see themselves
as optimizers but
strive to be game-
changers
The majority of BDMs see
customer satisfaction as
critical to their success –
and prioritize clients in
their workflow
BDMs understand how
critical data is and have
systems in place to collect
quality data
Many have started looking
into machine learning and
AI, or understand that they
will need to soon
BDMs say they are
prepared to disrupt norms
in order to win in new
ways, and they look to
everyone, not just those at
the top, to get them there
But, when it comes down to brass tacks, the biggest barriers to Future Readiness are…
7
Internal Silos
The vast majority
of BDMs believe
internal silos
impede their ability
to deliver cohesive
messaging
Speed
BDMs lack
confidence in their
ability to respond
quickly to evolving
consumer needs
Serving
Consumers
Leveraging
resources for a
frictionless or
seamless
consumer
experience is out
of reach
Leadership
Only half truly
believe that
leadership is
aligned with the
frontline; AND that
they have the staff
NOW to be Future
Ready
Data
Data is a big
problem: most
lack quality data
that they can
access, let alone
convert into
strategy and
customer
experience
8
DETAILED
FINDINGS
9
Perception
10
Reality
BDMs believe their company is focused on long-term strategy and that they have consistent messaging However, there is limited
confidence in leadership alignment and internal silos hinder cohesive messaging
BDMs say they are future focused…
11
28%
BDMS say their company tends to focus on….
Long-Term StrategyShort-Term Strategy
72%
And 91% believe the various
departments in their company are
aligned on their future strategy
And feel that they deliver a consistent message
12
“My company delivers a consistent message to
our customers across all parts of our business.”
“My company's creative delivers a consistent
message across forms and channels.”
40% 40%
50%56%
Applies to my company somewhatApplies to my company a great deal
Somewhat scores
suggest slightly less
conviction
While they aim for greatness, much is needed in terms of leadership alignment, unification and investment
13
61%
Has a strong vision that is
mirrored throughout everything
we do
To what extent do each of the following statements apply to
your company?% A great deal72%
Aims for greatness - constantly
pushing to deliver the best brand
experience
60%
Consistently investing in
creative and technology to
try and build a stronger
relationship with our
customers
51%
Leaders are aligned and
the front line is mobilized
to advance common
business objectives
Customers have a unified
experience of the brand
55%
A key culprit? Silos
14
41% 41%73%
How siloed would you say your
company is…?
Silos impact cohesive
messaging
Very or somewhat
siloed
89%
A great deal or
somewhat
52%
48%
A team effort is needed, and almost half believe they do NOT have the talent now
15
66%
Look to everyone to ensure
their company is ready for the
future
Do you have the talent now?
We HAVE THE
TALENT to be
ready
We NEED NEW
TALENT to be
ready
16
Perception
17
Reality
BDMs say they understand the importance of agility and adaptability
But are too slow in adapting to evolving customer needs
They consider agility and adaptability integral…
18
46% A great deal
Somewhat
41%
47%
“Agility and adaptability are at the center of everything my company does,
to move fluidly with market shifts and changes”% Agreeing
Yet, they can’t respond swiftly to customer needs
19
48%
Slow Twitch Ability to respond to new, evolving
customer needs with innovative
solutions
39%Excellent
Good
‘Good’ as opposed to
‘Excellent’ indicates lower
confidence
35%
51%
BDMs define themselves as Slow Twitch – and there is progress to be made
on the ability to respond to
customers with innovative solutions
20
Perception
21
Reality
Departments are typically said to be working toward the same goal
Yet they underperform on customer experience and effectively utilizing
resources
In theory, different departments work well together
22
The various departments
within my company are
working towards the same
goal
The ability to work effectively
across departments is
integrated into my
company’s culture
77%
69%
But, it does not translate to a frictionless customer experience
23
98%
Say it is going to get even more important
CURRENT IMPORTANCE FUTURE IMPORTANCECURRENT PERFORMANCE
Creating a frictionless experience for customers
68%
Say it is currently very important
42%
Are excellent at this
% Excellent % Very Important % Same/More Important
Data is critical in facilitating company success, and is not being utilized fully
24
99%
Say it’s going to get even more important
CURRENT IMPORTANCE FUTURE IMPORTANCECURRENT PERFORMANCE
Streamlining the ability to turn data into action
% Excellent % Very Important % Same/More Important
61%
Say it is currently very important
38%
Are excellent at this
25
Perception
26
Reality
BDMs WANT to be Game Changers
But they recognize that
they have a long way to
go on integrating
marketing tools and
technology
Only 42% are
Game Changers
66%
Game Changers
They aspire to be game changers
27
Game Changer
How they are currently perceived
How they would like to be perceived
What good is data if it’s not high quality, accessible and usable?
28
The quality of data and insights
your company has access to
The ability for your company to
convert data into strategy
The ability to access data that
helps you anticipate customer
behavior
The ability to leverage data to deliver
relevant messages and services
across channels
32%
Company Performance on Data-Related Tasks% Excellent, Showing top 2 and bottom 2 attributes
34%42%43%
Despite importance, BDMs admit their companies aren’t advanced in integrating data and marketing
29
74%
Have access to full stack of
Integrated Marketing Tools
Consider their company to be very
advanced in bringing together data and
marketing technology to deliver a
seamless customer experience
32%
Say it will be very important for their
company to use marketing
technology to drive engagement
67%
They still have a long way to go on adoption of cutting edge technology
30
Have already adopted AI and
machine learning
How advanced are they in
their adoption?
39% 32%Very Advanced 85%
10%
44%
29%
11%5%
83% say
they will
need to
adopt AI and
machine
learning in
the next 5
years<1 year
1-3 years
4-5 years
10+ years
6-10 years
How far in the future do you think your company
will need to adopt AI and machine learning?
31
Perception
32
Reality
BDMs believe they use technology that will usher their company into the future
Yet they are not satisfied with current investments or
the ability to exceed customer expectations
40%
46%
52%
58%
59%
65%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Fostering seamless interactions betweendepartments
Sharing customer research amongdivisions
Focusing marketing investments to reachyour most valuable customers
Investing in creative and innovation todrive customer retention
Understanding how to create more valuerelative to competitors
Using technology to bring your companyinto the future
Column3
They know technology is key to Future Readiness
33
In what ways, if any, does your company create customer value beyond your core
product?
59%
41%
Current investments viewed as mediocre… less believe strongly that investments are very satisfactory
34
Investments in
MarketingNot only meeting, but
exceeding customer
expectations
Investments in Data57%
43%
56%
44%
How satisfied are you with your company's performance on each of the following?
Very satisfied Somewhat, Not Very and Not at all Satisfied
60%
40%
… And investments are not being realized in their KPIs
35
Business KPI Technology KPIBrand KPI60%
40%
59%
41%
How strong is the connection between your company’s marketing investments and
KPI in the following sectors?
Very strong Somewhat, Not Very and Not at all Strong