Reports

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 Hybris 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 Hybris— 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

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

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

Building Brands That Attract + Engage Fans

The CMO Council teamed with Fresh Squeezed Ideas for this white paper to explore the cultural connection to brand attraction. The strategic brief features insights from domain experts and notable brand marketers at PepsiCo, Visa, J&J, PetSmart, Cox Communications, Opus Bank and Overwaitea Food Group to gauge how culturally connected brands stay valued, real and relevant with consumers.  ... 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

Report

Context, Commerce + Customer

This report, based on the findings from an online audit of more than 170 senior marketing leaders from around the world in the first half of 2016, examines how disconnects and deficiencies are impacting experience and how analytics and customer insights can create more relevant, personalized and gratifying experiences. It also explores the impact that delivering contextual experiences through indi... 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

Making Personalization Possible

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 ... More

Report

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

Destination 2017

As customer expectations continue to evolve, one thing is certain: The customer experience of 2017 will look dramatically different from today.... More

Report

Making Sense of Subscriber Complexity

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... More

Report

Variance in Customer Experience

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 wo... More