Reports

Report

Turn Up The Volume

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. Indeed, while 63 percent say they actively employ a listening program, only 10 percent feel these programs do an ex... More

Whitepaper

GDPR: Impact and Opportunity

GDPR, the European Union’s new General Data Protection Regulation, has forced marketers to rethink their operations to ensure they are compliant. Yet new research highlights that far too many marketers are unaware that GDPR even applies to them, and have taken no steps to modify their policies.... More

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Doing More With Data

This report highlights how the three critical functions as it relates to customer engagement: marketing, commerce and supply chain, seek to elevate data strategies to personalize outreach, streamline operations and identify new opportunities.... More

Whitepaper

Doing More With Data: Strategic Overview

This preliminary report in the research initiative, “Doing More With Data,” in partnership with IBM, highlights the current status of customer engagement strategies and organizations’ ability to leverage data successfully. ... More

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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 Cover for Customer Experience Dynamics
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

The Customer In Context Report Cover
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

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

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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

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

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

Whitepaper

The New Rules of Engagement

This white paper, produced by the CMO Council, in partnership with Bazaarvoice, explores consumer expectations around personalization and the challenges that marketers must overcome in order to provide the targeted, relevant communications that consumers want.... More

Report

Be an ADEPT Traveler

This global study explores top travel stressers, and what savvy travelers around the world are doing to better prepare for superior travel experience. Travelers urge destination marketers to help take steps to make travel more pleasureable and less stressful. ... More

Report

Gaining Traction Through Each Customer Interaction

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 fu... More

Whitepaper

The Purpose-Built Experience

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 negati... More

Whitepaper

Predicting Routes to Revenue

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. According to this study from the CMO Council—entitled “Predicting Routes to Revenue"—only 5 percent of mar... More

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How Global Voices Shape Travel Choices

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 o... More

Whitepaper

Activating the New American Mainstream

As the multicultural population continues to rise in the U.S., organizations are looking to more effectively engage with these customers in more targeted and culturally relevant ways, according to the latest white paper by the Chief Marketing Officer (CMO) Council, produced in partnership with Geoscape. The study—entitled “Activating the New American Mainstream”—addresses ... More

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Mastering Adaptive Customer Engagements

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... More

Whitepaper

Real Insight: Real Time

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 so... More