How Covid Has Changed The Channels Of Engagement     $50 US*
What You Need to Know to Better Engage Your Customers in the "New Normal"

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. Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, an...

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Loyalty That Lasts     $50 US*
Evolving Growth Strategies to Activate Emotional Connections with Brands

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.   While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their...

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Customer Value Creation From Live Data Interpretation     $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities

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.  This research defines a model and roadmap for how chief ma...

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Transformation in the Age of Engagement     $50 US*
Shifting the Destination to Journey Back to the Customer

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. For too long, transformation has been approached as a massive project... something all-encompassing, expensive, and massive. Transformation is rarely discussed as advancement made in many small steps. This report dives into two cas...

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Critical Channels of Choice     $50 US*
Meeting the Customer Expectation for Omnichannel Relationships

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.  This report, produced in partnership with Pitne...

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Bringing a Human Voice to Customer Choice     $50 US*
Rededicating Marketing to Serve the People in Front of the Data

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 growt...

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Turn Up The Volume     $50 US*
Rethinking Where and How Customer Voice Enhances Experiences

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...

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What's Changing the Way You Travel Today?     $50 US*
How Life Transitions and Trends Impact Travel Intention, Selection, and Direction

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 experi...

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Doing More With Data     $50 US*
Discovering Data-Accelerated Revenue Traction

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. To ignite real change, data needs to move beyond the ...

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Doing More With Data: Strategic Overview     $50 US*
Assessing the Current Dynamic of Data, Engagement and Cross-Functional Collaboration

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. Indeed, the shift to digital has heightened the need to aggregate data insights and properly distribute those insights across all key functions wi...

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The State of Engagement     $50 US*
Bridging the Customer Journey Across Every Last Mile

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. According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Mor...

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Getting Serious About Omni-Channel Experience     $50 US*
Making Customer Value Creation the New Competitive Equation

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. But this expectation has shone a harsh spotlight onto two critical players in the omni-channel experience: the brands creating...

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The Customer in Context     $50 US*
Understanding the Real Expectations of Today's Connected Customer

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 acc...

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Strategy 2017     $50 US*
Are You Asking the Right Questions to Get Customer Experience Right?

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 pe...

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The CMO Shift to Gaining Business Lift: Executive Perspectives     $50 US*

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...

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Connected Interaction to Power Brand Attraction     $50 US*
How Marketing Is Transforming to Create More Connected Customer Engagements

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 ph...

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Mind the Gap     $50 US*
Outlining Key Actions Marketers Can Employ Across Their Teams to Achieve True Customer Experience Success

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. With customers demanding to be heard and engage with brands on their terms, how are marketers using ...

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The CMO Shift to Gaining Business Lift     $50 US*

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...

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The New Rules of Engagement     $50 US*
A Look Into Shopper Marketing

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 th...

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Gaining Traction Through Each Customer Interaction     $50 US*
Achieving Business Impact With Customer Engagement Optimization

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...

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The Purpose-Built Experience     $50 US*
Starting With the Customer and Adding a Heavy Dose of Empathy

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...

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Making Personalization Possible     $50 US*
Amplifying the Customer’s Voice for a Lasting Experience

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 ...

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Activating the New American Mainstream     $50 US*
Defining, Reaching and Engaging the Multicultural Market

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...

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From Creativity to Content     $50 US*
The Role of Visual Media in Impactful Brand Storytelling

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 tea...

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Lead Flow That Helps You Grow     $50 US*

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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Best Practices in Engaging Mobile Customers     $50 US*

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 ra...

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Getting in Sync With Mobile Customers     $50 US*
Capitalizing on Marketing's Big Mobile Opportunity

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 m...

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Mastering Adaptive Customer Engagements     $50 US*
A Look Into How Today’s Marketing Leaders Are Driving Business Performance Across the Customer-Centric Enterprise

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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Localize to Globalize     $50 US*
Unifying Messages, Experiences and Engagements Across Global Campaigns

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 an...

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Best Practices in Mobile Relationship Marketing and Engagement: Capitalizing on Mobile Relationship Opportunities     $50 US*

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. In the CMO Co...

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Turning Social Feeds Into Business Leads     $50 US*

“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 solution...

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Best Practices in Big Data and Engagement     $50 US*
Capitalizing on Big Data Opportunities

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....

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Business Traction From Smarter SMB Interaction     $50 US*
Advancing Enterprise Excellence in SMB Marketing in North America

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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Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer     $50 US*

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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Delivering Positive Impressions During Market Depressions     $50 US*
How Banks Are Regaining Trust As the Financial Sector Readjusts

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 versio...

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Variance in the Social Brand Experience     $50 US*

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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Routes to Revenue     $50 US*

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, mark...

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