Accelerating Customer-Centric Marketing DX with "DX Diagnosis for Systems"

For companies to efficiently advance DX (Digital Transformation), it is crucial to first identify the key focus areas and understand their current DX position.

For companies and brands, the source of competitiveness lies in "unique, consistent experiences delivered to customers." To enable the provision of these customer experiences, a system is needed to track customer reactions to products and services through data and execute initiatives.

Therefore, Dentsu Inc., Dentsu International Information Services (ISID), and Dentsu Digital Inc. have launched "DX Diagnosis for Systems" to support clients in transforming their marketing systems. Here, we explain the background and details of this service.

"DX Diagnosis for Systems"
This service identifies a company's DX challenges from both marketing strategy and system perspectives, driving the implementation of marketing systems to achieve the ideal customer experience ( release details here ).

<Table of Contents>
▼The catalyst for development: Customer feedback heard through DX diagnostics
▼Visualizing marketing system challenges and presenting a future vision for system architecture and implementation methods

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The development was triggered by customer feedback heard through DX diagnostics

Leveraging its accumulated expertise in people-centric marketing, Dentsu Inc. defines the digital transformation of client customer touchpoints as "Marketing DX" and provides focused support.

In September 2020, we released the "Dentsu Digital Transformation Diagnosis" (hereafter, DX Diagnosis). This tool clarifies the "current state" of a company or business's DX progress across the following key areas.

To date, we have provided the DX Diagnostic to over 20 clients across diverse industries. Through this process, we have identified a rapidly growing need for system transformation.

• Optimization is progressing individually by department or channel, and the overall system landscape is not being grasped...
• A new policy has been established with the launch of a dedicated DX organization. We want to reassess our current position.
• There is no bridge connecting marketing strategy with the systems needed to execute it...

These are just some of the actual voices we've heard from our clients.

Simultaneously, we've observed that system transformation requires leading change from the customer experience perspective, not just focusing on the systems themselves.

To address diverse needs in system transformation, Dentsu Inc., ISID, and Dentsu Digital Inc. jointly developed " : DX Diagnosis for Systems." This tool delves deeper into the "② System Transformation" area within the "DX Diagnosis" framework shown above, clarifying challenges and transformation directions.

Visualize marketing system challenges and present a future vision for system architecture and implementation methods

The "DX Diagnosis for Systems" targets marketing systems designed to deliver optimal customer experiences. Examples include execution platforms for multi-channel initiatives, such as marketing automation, and customer data collection/management platforms.

The primary target companies are as follows:

• B2C businesses facing challenges in customer-facing digital initiatives or customer data utilization
• Customer touchpoints include e-commerce sites, apps, physical stores, etc.
• Companies that have made significant system investments but face challenges due to fragmented system optimization and an unclear overall picture

We identify system transformation challenges from both marketing strategy and system perspectives for such companies, proposing integrated and effective solutions. We drive the implementation of marketing systems to realize the ideal customer experience.

This initiative is underpinned by the marketing support capabilities of Dentsu Inc. and Dentsu Digital Inc., combined with ISID's system construction expertise, gained from resolving system challenges for over 2,500 clients in the system integration domain. Based on the client's self-assessment of their system landscape, Dentsu Group members conduct detailed interviews to analyze challenges. We then present "six types of diagnostic results" and discuss the direction of transformation with the client.

The issue analysis uses a diagnostic sheet to examine the client's marketing systems from three perspectives.

Since both marketing and system perspectives are required to complete the diagnostic sheet, we have personnel familiar with marketing operations and related systems fill it out.

The "six types of diagnostic results" presented in the final session are as follows.

The greatest strength of "DX Diagnosis for Systems" is that personnel with both marketing and systems expertise work as one team alongside the client, presenting integrated diagnostic results from both marketing strategy and system construction perspectives.

For example, while many other DX diagnostic services only present the results, outsourcing the system development portion to a separate vendor risks ending up with a system that doesn't meet expectations. To prevent this, the Dentsu Group has the necessary structure and personnel to handle everything from system development to implementation and operation, all under one roof, as needed.

Marketing strategy to deliver the ideal customer experience. We hope you will utilize our "DX Diagnosis for Systems" as the first step in building that system.

【Contact】
DX Diagnosis for Systems Team　dx.for.system@dentsu.co.jp

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