REPORT

Many areas of operation must come together for a company to be truly customer centric. Unfortunately, far too many brands stumble in one area or another, resulting in failure to elevate the customer experience and gain a real relationship. The pursuit of customer centricity is even trickier due to heightened expectations and increased complexity in today’s customer engagement. Both B2B and B2C customers now want to be wooed with personalized experiences over the right digital channels, and this requires a concerted effort by the brand.

We asked nearly 200 CMOs and marketing leaders some of the foundational questions of the “9 Cs Framework”, which identifies areas of operation playing key roles at different stages of the buying journey and helps companies holistically prioritize resources.

Here are the relevant areas of operation, along with a central question for each that sheds light on how it impacts customer centricity:

• Company: How customer-centric is your company culture?
• Competitor: Do your marketing initiatives stand out?
• Content: Are marketing messages personalized to the target audience?
• Context: Do you customize marketing based on the buying journey?
• Collaboration: How vested are partners and advocates in achieving your business goals?
• Channel: Are you satisfied with your marketing mix and campaign conversion?
• Campaign: Do your campaigns leverage customer behavior data?
• Conversion: How frequently do you act on KPIs?

Some of the key findings show:

• Nearly half of CMOs aren’t satisfied with their marketing mix allocation and campaign conversion
• Nearly half concede marketing initiatives only sometimes (26%), sporadically (17%) or never (10%) stand out
• 2 in 3 brands don’t empower employees to talk directly to customers
• Nearly 1 in 4 CMOs are either just starting personalization or not at all, and only 1 in 10 CMOs personalize content by target audience

Download this exciting new report to see how to drive your customer centricity endeavors forward in the new age of customer engagement.