Customer journey focus causing Australian businesses to restructure

Hays finds customer-led approach a key driver of change

The need to move toward matrix, cross-functional or hybrid structures to better enable collaboration and a customer-focused approach is driving 54 per cent of Australian employers to restructure their department or organisation.

This is according to the 2019/20 Hays Salary Guide, which surveyed over 3400 organisations in Australia.

According to the findings, 49 per cent of employers said the key driver of organisational restructures is a change in required skills. This is well ahead of digital transformation (24 per cent),and the requirement for a more flexible workforce (24 per cent).

CMO previously reported the report found hybrid marketers boasting of both generalist and specialist skills, marketing automation managers, and content specialists are among the hottest jobs in Australia’s marketing sphere right now. The proliferation of martech across the country has led to a rise in the types of content skills being sought within marketing teams.

“Restructures driven by a change in the required skill set are often the result of today’s growing trend of adopting cross functional operating models,” Hays Australia and New Zealand managing director, Nick Deligiannis, said.

“Traditionally, an organisation consisted of functional departments, but given today’s pace of change, there’s a need to move toward matrix, cross-functional or hybrid structures to better enable collaboration and a customer-focused approach.

“Customer centricity is a key focus and area of differentiation for most businesses, particularly in terms of how an organisation is most effectively and efficiently structured to deliver value to a customer. There’s a real focus on securing candidates who understand the customer journey and with competencies in agile methodology and business projects and change."

According to Hays, other factors include rapid technological developments, such as AI and automation, which create a need for new capabilities.

“These restructures are a clear indication the supply of professionals with the skills that employers need is tightening,” Deligiannis said. “With candidate shortages remaining problematic for organisations, hiring in for specific skills – both technical and soft – will therefore be a priority for change, growth and competitive advantage.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in