We can move faster than the speed of light, but that won't matter much unless we're heading in the right direction. My role is to work within the organization and outside the company with clients and partners to ensure that we're leading our clients down a path towards long-term success and increased profitability. I actually don't think technology will be the greatest challenge companies are going to have to deal with. While the technology is extraordinarily complex and building integrated systems to support personalized communication requires a significant infrastructure investment, organizational change is the biggest obstacle to success. It is very difficult to change the DNA or the culture of an organization.
Companies have very strong, embedded belief systems.
Their internal operating procedures and processes have evolved to support those beliefs. As you begin to put the customer in the driver's seat and attempt to build a truly customer-centered organization, you need to change the way most companies are organized. Momentum is a very powerful thing and it is a big challenge to influence or change the directional momentum of an organization. Only through changing how companies are organized internally will they be able to fully tap into the power of customer focused communication and marketing. Another challenge which is formidable is going to be individual privacy.