Search Results in Reports. Matching search terms: customer experience
With looming economic headwinds, this year will test marketing’s mettle to survive them and even emerge in a growth position. Yet only 34% of marketing leaders are highly confident in their ability to handle economic adversity and uncertainty against their revenue growth mandate. ...
Much is riding on your media marketing and advertising strategy. Driving sales, mostly. Brand loyalty and customer experience, too. CMOs really need to get this right. The problem is that the media landscape, chock full of digital channels, has become wildly unpredictable. ...
It’s no secret that the last few years have upended the way customers want to interact with companies. Digital engagement has led to higher customer expectations, bigger demands and about a million more choices if one brand doesn’t deliver. Privacy laws and changes by tech companies have marketers scrambling to get the data they need to meet customer expectations...
CMOs have entered a new era of high-velocity data marketing to spot sudden disruptions in market and customer behavior. We’re talking about the speed of acquiring real-time, relevant data signals. Speed of generating data insights. Speed of closing the gap between data and insights, insights and action...
How well do you know your customers? Over the last several years, the theme of “meeting customers where they are” has been top-of-mind, but the pandemic brought this to the forefront of every marketer’s strategy in a new way. When life as we know it comes to a startling halt, how can we continue to deliver customer-first experiences when the future feels so uncertain and bleak? ...
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Improving digital customer experience (DCX) is now a crucial business issue for brands. Consumers have flocked to digital channels since the start of the pandemic. Too often, they have encounted experiences that don’t satisfy, causing many to abandon transactions and take their business elsewhere. Very often, the problem is digital authentication and identity verification. More than 80 ...
One of the fastest ways to lose customers and revenue in the digital age is a painful and convoluted identity verification process. More than 6 out of 10 consumers report exiting online transactions due to problems verifying identity. Over 8 in 10 say they prefer to do business with companies and brands that make identity confirmation simple and safe with biometrics...
For far too long, customer service had a comfortable place on marketing’s back burner. But what happens when the pot starts to boil over?The customer journey is no longer a linear funnel. With so much noise and endless distractions, marketers need to foster real, human connections. New research from Acquire finds that customer service is the new key to effective marketing, loyalty, ...
Marketers are working to develop an ideal CX that meets customer expectations for resonant and relevant experiences with their favorite brands. Ideal CX is about tailoring a message to a customer in a way that moves the customer down the funnel and toward a transaction. Data analytics and AI are essential for creating richer CX...
Don’t fall prey to one-dimensional data analysis for determining your brands multidimensional impact. This Partner Content report explores how marketing leaders need to see farther and deeper than ever before into their brand’s analytics, impact and performance. Learn how to achieve a 360-degree view of your brand strategy metrics to see how you stack up against competitors...
Are you measuring yourself in a silo? This Partner Content report focuses on the health insurance industry and provides unique strategies for your organization to see into your brand’s competitive landscape. Learn how to outsmart your competition and win market share with more visibility and context than ever before...
Customers are people, too. So many emotions are behind each click, purchase and interaction customers have with your brand. This Partner Content report explores how marketing leaders can measure their brand analytics, impact and campaigns beyond the narrow lens of one-dimensional data. Treat customers as more than just a number...
BrandTotal’s Top Performers charts presents brands that dominated social media that month. Learn what worked and why, how leading brands are generated social media success and more! This Partner Content report covers three main categories: Top 10 Most Engaging Ads, Top 10 Most Loved Ads, and Top 10 Spenders. Did your organization make the cut...
Even before the COVID-19 pandemic, everyone was talking about the “Retail Apocalypse.” The Coronavirus then exacerbated an already desperate situation, with the outlook for retail looking grimmer than ever...
An ecosystem is rapidly unfolding in financial services, blurring boundaries between stalwart finance institutions, giant tech companies and emerging FinTechs. Financial services — banking, payments, wealth management and more — need to devise a strategy on how to align to this new paradigm and come up with defensible competitive positions...
Retailers are at crossroads as the world emerges from the pandemic, which tore a particularly destructive path in the retail and consumer packaged goods industries...
Chief marketers are stretched and challenged like never before. The global pandemic has disrupted markets, operations and customer behaviors. Agile recovery and new routes to revenue are the new imperatives. Leaner, more digitally proficient marketing organizations with shared purpose and greater productivity are a key deliverable for 2021. Better integrating and leveraging new automation ...
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Re-thinking an old marketing metric — customer lifetime value (LTV) — can help close the gap between marketing efforts and financial outcomes. LTV will also allow CMOs to design a more effective, efficient marketing mix. More importantly, many CEOs, heads of sales and line-of-business executives look to LTV to inform their strategic business decisions...
Consumers across generations and geographies are moving to digital channels, and running into all sorts of problems. Now 73% of frustrated consumers are considering spending their dollars elsewhere...
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Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms...
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The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action...
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CMOs in the age of digital transformation and accelerating competitive intensity are being challenged to set forth new routes to revenue. With the expectation that the mandate of today's CMO is to achieve consistent and substantial growth, there is increasing pressure to identify strategies that will achieve increased customer value, scale global operations and improve product success...
Too often, marketers provision leads from agencies, offshore list sources, internal departments or media channels that are not the result of an opt-in, permission-based, relevant content-consumption process. In other words, they’re garbage. And it gets worse: These leads may be coming from bad actors, such as overseas lead farms cutting corners and outright illicit name scrapers. All of ...
Today’s consumer is seeking a deep, emotional bond with the brands they do business with, and yet new research reveals that organizations see dollar-signs – not people – when thinking of their customers. ...
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The CMO Council has undertaken numerous studies that reveal the majority of CMOs are more focused on pre-sales cultivation, conversion and customer acquisition, rather than realizing a better return from existing relationships that can be more effectively monetized, scaled, and strengthened to reduce churn, defection and detraction. ...
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Transformation, especially in the digital age, is not easily achieved. Many businesses are investing in transformation, but not all of these investments will pay off...
Today’s digitally-connected consumer seeks more localized, personalized experiences that are relevant to their own cultural context and situation. Yet 73 percent of global marketers feel only partially prepared to deliver on those expectations...
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Omnichannel IS the critical channel of choice. No matter what the generation, from Gen X all the way to the Silent Generation, consumers want a blend of both digital and physical channel experiences. Yet only 13 percent of consumers believe that brands are fully meeting this expectation and delivering across both physical and digital channels. ...
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Chief Marketing Officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omni-channel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process. And in fact, this human-first approach is not just developing better relationships, but driving significant profitability and ...
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In order to further customer experience strategies, marketers must implement strategic customer voice listening initiatives. Yet according to a survey of over 160 senior corporate marketers across Europe, while marketers are listening, they are not hearing the voice of the customer...
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Travel and tourism generated $1.6 trillion in bookings in 2017 and now accounts for over 10 percent of global GDP. Technology and service innovations are making it easier and cheaper to discover, reach and enjoy travel destinations. Destination marketers seeking to capitalize on the surge of global travel take note: travelers are still looking for the best deal, but also want a personalized ...
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Charged with the mandate of elevating customer experience, marketers increasingly look to data to better engage with customers and identify new opportunities. Yet previous CMO Council research highlights that marketers admit their organizations could do more to transform the data supply chain to allow them to do more with internal data assets...
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Recent CMO Council research highlights the need for executives across marketing, commerce and supply chain to do more with the data at their fingertips, especially given the need to provide a superior customer experience in an omni-channel environment...
Large, global eCommerce communities are disrupting the retail marketplace by bringing together vast numbers of buyers and sellers in frictionless transactional environments. Inspired by their success, brand marketers are rethinking go-to-market strategies to better integrate digital advertising with personalized shopper engagement and more effective conversion programs...
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Customer empowerment is heightening the job security risks of chief marketing officers, who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers...
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To date, the customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about ...
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According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Customer Experience and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises...
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Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers who expect that each and every experience delivers value to their unique journey...
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This study—conducted in partnership with SAP Customer Experience—reveals that customer experience is more critical than ever. Based on findings from an online survey of more than 2,000 consumers in early 2017, the report reveals that while today’s connected consumers are not looking for omnichannel perfection, they do have a short list of critical channels they expect to have ...
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The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...
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This presentation explores background research conducted by the CMO Council and other third party experts to explore the state of adaptability in the world's largest global brands. The presentation explores the localization mandate, benefits of adapting and localizing content, the need for platforms, and overcoming localization hurdles. ...
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The Industrial Internet of Things will transform business and industrial performance, delivering significant improvements in operational efficiency and uptime, as well as growth from new business models, products, services and customer experiences...
This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital ...
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While marketers made great strides in taking ownership of customer experience (CX) strategies in 2016, recent research from the CMO Council reveals that 49 percent of marketers believe they are only able to deliver connected, personalized, data-led experiences some of the time—and primarily only across digital engagements. Furthermore, when asked about the ROI of these experiences, only 7 ...
The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth ...
According to this research by the Chief Marketing Officer (CMO) Council and IBM, senior marketers will be devoting significant effort to better understanding the customer journey and how to create more personal, content-rich and connected experiences for their customers in 2017. The success of these efforts, however, will be contingent on their ability to create alignment across the digital and ...
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Believe it or not, just 8 percent of 200 chief marketers surveyed by the CMO Council in Q3 admit to auditing, assessing and continually improving the customer experience. Given the critical need to convert, grow and retain relationships in an omni-channel world, this is a pretty pitiful statistic...
The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling ...
According to the findings from this CMO Council study, conducted in partnership with digital marketing intelligence company Netsertive, the strength of the entire omnichannel experience may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touchpoints. Marketers almost unanimously agree that delivering an omnichannel ...
Marketers in today’s connected world are aiming to deliver personalized communications to consumers, but are they really getting it right? According to a study by the CMO Council, in partnership with Bazaarvoice, while consumers are increasingly comfortable with marketers using their personal data for targeted advertising that is relevant to them, marketers are still struggling to deliver ...
With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from ...
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How do consumer brands stay relevant, authentic and differentiated in a rapidly evolving and culturally complex global market? With 195 countries and 6,500 languages around the world, the challenge is daunting as brands seek new methods and motivators to connect and engage with audiences through social, mobile, experiential, digital advertising and eCommerce channels...
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Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to ...
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While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience...
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Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had ...
Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, reports the Chief Marketing Officer (CMO) Council. According to a new study conducted with Microsoft Corp., marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie ...
While there is an over-abundance of consumer data and analytics, marketers have yet to master what meteorologists and economists do best: funnel this multiplicity of data into actionable insights to reliably anticipate and predict what’s ahead and then prepare for it...
A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have ...
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The CMO Council recently partnered with Vindicia, the leaders in payment and billing solutions, to host a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization. The number one issue that marketers found most challenging to overcome: FEAR...
This study—entitled “Activating the New American Mainstream”—addresses the necessity of reaching these critical customer segments that are quickly becoming the new mainstream consumers in America. According to a 10-question survey of 150 North America-based senior marketing executives, 67 percent reveal that their CMO has a high level of buy-in and support for multicultural...
For a previous study by the CMO Council (titled “Better Traction From Smarter SMB Interaction”), some 70 percent of the 184 total respondents revealed that the SMB market is an extremely important market for their businesses, with only 5 percent of marketers feeling that the market was not important at all. Looking toward the future, 66 percent anticipated an increase in SMB focus, ...
A picture may be worth a thousand words, but marketers have not turned a strategic lens on optimizing the return from their visual media content investments. While 65 percent of senior marketing executives believe visual assets are core to how their brand story is communicated, a scant 27 percent have the ability to aggregate, organize and manage these assets across marketing and non-marketing ...
This strategic report from the CMO Council and Ebiquity suggests that as budgets increase to fund digital marketing campaigns and more personalized customer engagement, marketers now need additional expertise in data analytics, content creation and channel proliferation to improve ROI...
Call it a lead, opportunity or prospect. No matter what the term, sales organizations can never get enough new business contacts from their marketing groups. The question is how wisely they are used and whether that new point of customer access is qualified, primed and ready to write orders.This detailed study from the CMO Council and the Content ROI Center finds that most companies are struggling...
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As part of a recent study by the Chief Marketing Officer (CMO) Council and SAS—titled “Getting in Sync With Mobile Customers”—leading marketers shared their insights around mobile as a critical component within the marketing toolkit through a quantitative survey. This research found that mobile can be a real game-changer for marketers who create a full strategy around it ...
With mobile device dependency central to today’s digital lifestyles, enlightened brands are creating new mobile relationship marketing strategies that go well beyond simple app and mobile advertising delivery. In this study from the Chief Marketing Officer (CMO) Council, conducted in partnership with SAS, we found that 61 percent of marketers surveyed reveal they have deployed some form of ...
How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization...
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In this age of the customer-defined experience, language and how we present content to our customers can mean the difference between rejection and transaction. While much focus has been placed on the channels through which content can be delivered, less attention has been paid to the complex challenges associated with adapting, packaging and translating content for different audiences, cultures ...
Two CMO Council Dinner Dialogue events were held in early 2014 in New York and Los Angeles to discuss the intersection of social, content and business performance. With marketers from brands like Sirius XM, Harper Collins, Johnson & Johnson, Macy’s, NBA, Live Nation, Paramount, Honda and many more in attendance, it was clear that the organizations were all at different stages in their ...
While global consumers have been quick to adopt an immersive mobile lifestyle, marketers have been a bit more cautious about fully committing to mobile relationship marketing (MRM). More brands are launching apps or are establishing mobile-enabled content, but few are looking at the totality of the mobile relationship and fully integrating it into the overarching marketing strategy...
“Turning Social Feeds Into Business Leads,” developed in partnership with hoojook, Inc., argues that the auto industry ecosystem should do more to leverage social media as a platform for driving business leads into sales pipelines. Based on interviews with senior marketers and executives from auto manufacturers, dealer networks, aftermarket service providers and B2B automotive ...
This white paper is the first in a four-part series, which looks at how leading brands are turning big data into actionable customer insights and engagements. Featured are two best-practice studies in which both brands are truly innovating and activating big data analytics to create some of the most relevant and profitable experiences with their customers...
Two out of three big business brands are planning to increase their focus and investment in engaging small to medium-sized business (SMB) customers over the next 12 to 36 months, according to this study from the CMO Council and Penton, a leading business information services company. However, these marketers admit to shortcomings in their ability to access customer data, intelligence and critical ...
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Building a fully connected customer experience requires marketers to have a complete, 360-degree view of the customer. In addition, customers expect transparency and value from the brands with whom they choose to do business, and this requires marketers to have customer intelligence and data that enable them to meet customers' expectations of seamless and highly personalized engagements. And as ...
The desire to engage at every stage of the customer lifecycle has always been the unrealized goal of savvy marketers, but this may no longer be the case. Marketers are putting mobile interaction in the hands of consumers and finding clever, gratifying ways to add value to every aspect of the brand experience, reports the CMO Council, but some challenges still remain.Detailed in the full report are...
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As the global financial crisis and US credit rating downgrade took grip, banks of all sizes were challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders, and investors. Quick response to ever-changing conditions and market gyrations required nimble content provisioning and adept use of digital media channels for rapid ...
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The CMO Council set out to take a closer look at the state of affairs in the busy two-way street of social media marketing from both points of view: the consumer’s and the marketer’s. We surveyed 132 senior marketers and more than 1,200 consumers on the subject of social media, asking each how and why they are currently using it, what they get out of it, and what they’d like...
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The latest report in the "Critical in the Vertical" series showcases research from more than 1,200 consumers and delves into the needs, expectations, and pain points of banking’s retail market. It also includes insight from over 120 senior-level marketers from around the globe, who outline where and how banks should invest, communicate, and address consumer concerns. (Published: 2001...
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Generating loyalty at a time when consumers are making active decisions over which bills to pay makes marketing within the utility space an ever-changing and challenging role. The CMO Council interviewed over 1,000 utility consumers and 100 utility marketers to get an understanding of needs, requirements and sentiment. The end product? 30 pages of insight into customer engagement, advocacy and ...
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Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both...
Only 15 percent of marketers in Australia’s $2.5 trillion banking sector feel confident they have sufficient insights into customer profitability, value and retention. While Australia remained on steady footing through the global recession, bank marketers now face a younger, smarter banking customer with a desire for greater digital interaction and online engagement. The complimentary paper...
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As marketers look for new channels of customer engagement, magazine advertising has been a casualty as online opportunities from ereaders to online publications become more cost-effective and trackable options. However, in this consumer survey, we see that customers aren't quite ready to abandon their magazines and they are certainly not ready for an onslaught of iPad-vertising to interrupt their ...
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Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more ...
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Sophisticated and savvy online brand extortionists and cyber scammers are boldly preying on unsuspecting consumers with bogus brand name email/websites, deals and inducements that entrap, extort and expose consumers to financial loss, identity theft, and viral infection. Offline, global and organized counterfeiting operations fueled by the down economy are flooding the market with knock-offs and ...
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Customer experience is still very much a work in progress for senior marketers who participated in this study, fielded in late 2008. Despite overwhelming agreement on the importance of customer experience and word-of-mouth, the admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes. Sponsored...
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Routes to Revenue benchmarked 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...in one of the most challenged financial times. With fielding of the study starting on the day that Leihman's Brothers closed and financial collapse was immenent, ...
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A study of American consumer shopping behavior designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. Conducted by Catalina Marketing's Pointer Media Network, in conjunction with the CMO Council, the study unmasks the ...
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What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued ...
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In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The Chief Marketing...
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There has been little research into how broadly such incidences are eroding consumers’ trust in brands. This is the impetus for Secure the Trust of Your Brand™, a major thought leadership initiative fielded by the Chief Marketing Officer (CMO) Council. This comprehensive research effort is designed to better understand the degree to which information security, business continuity, and ...
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The CMO Council, in partnership with The ConsumerEdge Research Group, surveyed retail shoppers at three consumer electronics stores in four U.S. markets to study the impact of the Internet on in-store purchasing behavior. While the findings represent a single snapshot of consumer behavior, they paint a clear and dramatic picture of the shifting landscape of media influence. The Internet is ...
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