Adopting CommTech will require new skills, roles, ways of working and approaches to designing and optimizing stakeholder journeys. We take a closer look at this emerging area and its implications for the future of our profession.
- Jon Iwata, IBM Senior Vice President & Chief Brand Officer (retired); Executive in Residence, Yale School of Management
CommTech is a new discipline in our profession, a blend of new tools, systems, roles, KPIs and ways of working that move the function from shaping perception to driving behavior. Jon shared how communicators can adapt marketing-style customer journeys to drive stakeholders to take actions beyond just ringing the cash register. Building a CommTech team that listens through data, creates and iterates on content regularly based on that data, targets people as individuals and modifies strategy based on user behavior, organizations can tangibly and demonstrably drive behaviors that address real business needs.