Over the past two decades, the Internet has triggered a tectonic shift in the concept of networking — one that has redefined how companies market and sell products. More recently, social media, mobile, and cloud have fundamentally changed the concept of collaboration, enabling businesses, employees, customers, and partners to continuously interact with each other to create innovative new products and services and enhance existing ones. Rising customer expectations and faster product life cycles are forcing companies to adapt to a new style of business: “the collaborative economy.” My new report outlines the core dynamics of the collaborative economy and the implications for CIOs and their business partners:
Collaboration is much more than unified communications. It’s not sufficient for the CIO to roll out a unified communications solution; technology solutions alone do not change business processes or support employees’ changing collaborative behavior — let alone alter business models. A modern collaboration strategy requires CIOs to make organizational adjustments in addition to technology planning.
Collaboration is becoming part of the corporate strategy. A modern collaboration platform is the foundation for better innovation, faster processes, and greater employee satisfaction, which lead to happier customers and new revenue opportunities. We believe that modern collaboration is part of competitive advantage — and leading CIOs must support it as part of their group strategy.
Communicate the importance of customer-centricity. Effective communications programs share updates with employees about initiatives to reinforce customer focus and highlight the importance of customer experience to the organization. As part of their customer-centric communication programs, companies should connect senior leaders with frontline employees and ensure that all corporate communications reinforce customer focus.
Companies like Avis Budget Group and E-Trade focus on changing the tone and content of all corporate communications.
General Motors (GM) assigned leaders the task of explaining the new customer focus to their respective departments. Involving senior leaders in this way reinforced to all employees that customer centricity was now an organizational imperative.
Communication is an essential part of the CISO's role, but too often we get it horribly wrong. That was the message laid out by communications expert David Porter at the RSA Conference in Europe recently.
We know that a large part of the CISO’s role is to influence, cajole and encourage our business leaders to make the right choices, enabling our firms to manage risk and move forward safely. Creating compelling communications is a differentiator, but too few CISOs excel in this area and this is holding back their credibility, their career and the risk posture of their employers.
David Porter proposed spending a great deal more time than most of us would be used to, refining the introduction to any piece of communication, and actively crafting it to flow from ‘Situation’ (“Once upon a time there was a beautiful princess..”) to ‘Complication’ (“..who was imprisoned in a tall tower by her wicked step-mother”). That sounds pretty standard, but it was interesting how David then analysed different RSAC submissions and showed how even the professionally written ones deviated from this model, and how much clearer they were once the rule had been applied.
This simple setup opens up the readers/listener's mind and plants questions that seek to understand how the story can be resolved, and stories are powerful communication tools.
Personal communications services, which we define as communication and collaboration services that merge private, social and business communication in one personal view, are becoming part of the work environment. Services like Skype or Google Apps allow users to speak and send messages across multiple communications services to communicate and collaborate just as they would as consumers within a corporate context. Empowered employees expect to use these collaboration channels not just for personal use but also for work.
Although Skype has been around for more than decade, the market for personal communications services in a business context is still very much evolving. The personal communication experience is complex and challenging, as individuals wrestle with multiple communications services to manage an increasingly diverse set of communication and collaboration technologies.