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CMO COUNCIL™ REPORTS & RESOURCES |
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LOSING LOYALTY: THE CONSUMER DEFECTION DILEMMA
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A new study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides the most comprehensive and detailed analysis ever undertaken of the defection dilemma among CPG brands.
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PROTECTION FROM BRAND INFECTION
The new Protection from Brand Infection report explores the degree to which senior global marketers are sensitized to, and concerned about, brand hijacking, product piracy, cyber fraud, and other Internet reputation risks. It also quantifies the impact these incidents are having on brand trust, confidence, credibility and affinity among consumers, channels and business partners.
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MARKETING OUTLOOK 2009
The 2009 Marketing Outlook Survey, the largest independent assessment of senior marketing executives today, is an annual global benchmarking initiative undertaken by the Chief Marketing Officer (CMO) Council. Given the economic challenges and market pressures worldwide, this year's review of '08 performance and '09 challenges and intentions is far deeper and wider than before.
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CALIBRATE HOW YOU OPERATE
Current marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems. The report reveals that global marketing executives are challenged by a lack of corporate mandate for alignment and integration.
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GIVING CUSTOMER VOICE MORE VOLUME
The Giving Customer Voice More Volume research initiative examines the adoption and use of customer listening, feedback, engagement and advocacy systems. The report takes a fresh look at marketing's ownership of the customer experience to provide perspective on the role of marketing executives in ensuring that all operational areas and organizational processes are harmonized and optimized to deliver on brand promises and drive customer advocacy, satisfaction and loyalty.
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ROUTES TO REVENUE AUDIT
A milestone research initiative to benchmark the state of customer revenue realization, encouraging the adoption and the uses of technologies, solutions and professional services that drive deeper interaction and communication with customers. Centered around Customer Revenue Optimization (CRO), this report, sponsored by InfoPrint Solutions Company, drills into targeted strategies and solutions that significantly impact customer acquisition, monetization and ROI while exploring new developments in database, customer insight and print technologies.
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CUSTOMER AFFINITY FROM OPTIMIZED CONTENT DELIVERY
Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to identify limitations, liabilities and lost opportunities when companies do not enforce brand guidelines, control digital assets, and harmonize content origination and delivery channels worldwide. The final result is a comprehensive audit of individual channels of content delivers, along with an overall ranking that aggregates all touch points to create one final score that assesses the totality of the customer experience.
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MARKETING MAGNIFIED
The CMO Council's e-bulletin Marketing Magnified is distributed monthly. Expect marketing news you can use, ideas that challenge your thinking, and industry content that will help inform your decision making. Look for technology and marketing thought leadership every month from Marketing Magnified.
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