Report
Elevate What Consumers Appreciate
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 their exper... More
Report
Brand Protection From Digital Content Infection
This study by the Chief Marketing Officer (CMO) Council—conducted in partnership with Dow Jones—is aimed at determining the impact of digital ad experiences on consumer perceptions and purchase intent and provides valuable insights from an online survey of more than 300 senior marketing decision makers, in addition to qualitative perspectives based on interviews with brand le... More
Report
Customer Experience Dynamics
According to a 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.... More
Report
Getting Serious About Omni-Channel Experience
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. ... More
Report
The Responsiveness Requirement
According to 150 marketers surveyed by the CMO Council, the ability to source, understand and then quickly react to feedback, preferences and needs is important, if not critical, to the delivery of an exceptional customer experience.... More
Report
The Customer in Context
The findings of this survey of more than 2,000 consumers—conducted in partnership with SAP Customer Experience— reveals that customer experience is more critical than ever as consumers will abandon a brand and take their money elsewhere if they continuously encounter poor, impersonal or frustrating customer experiences.... More
Report
The Age of the Adaptive Marketer
This report highlights the challenge global marketers face in modifying brand materials across a growing multitude of touch points, and it demonstrates how can today’s modern marketing leader can accelerate adaptive marketing initiatives. Presenting brand materials in a manner that maintains brand identity while also adapting to geographical and cultural preferences.... More
Report
Product Ownership
New research reveals only 17 percent of consumers believe brands truly care about them after the point of purchase. To enrich the customer experience, brand marketers must take steps to elevate the ownership experience. The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. ... More
Report
How Brands Annoy Fans
As a result of digital content infection, nearly half of all consumers indicate they would rethink purchasing from brands, or even boycott products, if the ads from these brands appeared alongside digital content that offended them. While it is estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017,... More
Report
Adaptability in Branded Content Delivery: Background Research
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. ... More
Whitepaper
Establishing and Enriching the Content Supply Chain
This white paper details best practices in taking content to market—one that applies supply chain thinking to creative content development and delivery. It also discusses how content fuels the customer journey and, when done correctly, can be directly tied to business growth and revenue.... More
Report
The Impact of Connectedness on Competitiveness
A landmark CMO Council and BPI Network study exploring the impact of the Industrial Internet of Things (IIoT) in a complex and changing ecosystem. 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.... More
Report
Empowering the Data-Driven Customer Strategy
While today’s connected customers expect more seamless, frictionless experiences than ever before, this study reveals that marketers are failing to keep pace with those expectations, despite the wealth of data, analytics and engagement systems currently in place.... More
Whitepaper
Strategy 2017
This white paper, completed in partnership with IBM Marketing Cloud, outlines the actions and mindsets that must be in place across the organization in order to create customer experiences that result in business profitability, in addition to the consequences of failing to meet the expectations of today’s connected customer.... More
Report
The CMO Shift to Gaining Business Lift: Executive Perspectives
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 d... More
Report
Connected Interaction to Power Brand Attraction
This study reveals the findings of a survey of 198 global senior marketing executives and explores how digital transformation has impacted marketing and the organization’s ability to grow and profit from expanded relationships with customers, particularly as it relates to content and data strategies.... More
Whitepaper
Mind the Gap
This white paper outlines key actions marketers can employ across their teams to achieve true customer experience success in the coming year. 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.... More
Report
The CMO Shift to Gaining Business Lift
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 i... More
Whitepaper
Omnichannel's Missing Link
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. The online survey at the core of this research was fielded during the thir... More