In a new report entitled The Right CDO for Your Company’s Future, Strategy&, PwC’s strategy consulting business, has defined the five chief digital officer (CDO) “archetypes” that organisations, including charities, might look to for guidance on digital transformation.
The five archetypes of a chief digital officer outlined by the report are:
- The Progressive Thinker– This executive’s mission is to think imaginatively about how the organisation could be transformed through digitisation, and to provide the inspiration as the company moves to a fully digital strategy and operating model.
- The Creative Disruptor– Unlike the progressive thinker, the creative disruptor has a more hands-on approach to developing new digital technologies and business models.
- The Customer Advocate– These executives, who typically report to the CMO and head of sales — or could even replace them — are mainly market-driven and customer satisfaction oriented. The customer advocate focuses on the development of a convenient, engaging, and seamless customer experience using design thinking across all channels, digital and physical.
- The Innovative Technologist– Much like a highly innovative and business-focused CIO or chief technology officer (CTO), this CDO promotes the use of new digital technologies to transform the company’s entire value chain, providing the technological groundwork for new digital business models through technologies such as the Internet of Things (IoT), mobility, social media, and analytics, while improving internal efficiency and finding ways to cut costs.
- The Universalist– This CDO’s mission is typically to manage all aspects of a complete digital transformation. The most visionary of the five archetypes, the universalist can succeed only by having a forceful mandate from the CEO and full power to execute on it.
“The demand for CDOs is rising and the competition for the best ones will only intensify,” says Roman Friedrich, a leading practitioner of strategic technology-based transformation for Strategy&. “However many companies remain unsure of what they want or need in a digital leader. The five archetypes provide both a guide to help define who that CDO should be and a deeper understanding of how the person hired can best carry out his or her role.”
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