苹果、谷歌和亚马逊等网络巨头已经被视为潜在的颠覆者,从医疗保健到金融服务行业。但是,IBM最新“全球高管(C-Suite)调查”表明,高管认为来自行业内颠覆者的威胁大于这些科技巨头。
高管对行业内颠覆者有强烈的共识,72%的受访者已经感受到行业内颠覆者带来的威胁。但是,只有34%的高管认为苹果、谷歌和阿里巴巴这样的网络巨头是颠覆的领导者。
还有一些高管认为其他行业的企业(23%)或小型初创企业(22%)正在引发变革。
IBM根据颠覆能力、在客户互动中使用的网络技术和分析洞察等变量,将受访者分为三种类型,颠覆者(Reinventors)、实践者(Practitioners)和空想家(Aspirationals)。颠覆者在收入增长、创新和组织调整等方面表现的更优秀。
具体到市场营销方面,IBM指出颠覆者和空想家的区别包括:
利用数据了解客户需求,82%的颠覆者这么做,但是只有35%的空想家在客户需求方面使用了数据。
68%的颠覆者将客户反馈纳入目前的规划和设计流程,这么做的空想家只占32%。
65%的颠覆者高管细化客户体验流程,只有26%的空想家细化了客户体验。
IBM报告的其他发现包括:
约2/3的高管们希望企业重视客户体验而不只是产品;
市场因素已经超越了技术因素,因为高管们认为在未来2-3年影响企业的将是重要的外部因素;
超过6/10的受访高管认为,大部分企业将继续扩展他们的业务伙伴网络。
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