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Gaining Lift From the Consumer Shift $50 US*
Insights into Buying Behavior During Covid and Beyond
How well do you know your customers? Over the last several years, the theme of “meeting customers where they are” has been top-of-mind, but the pandemic brought this to the forefront of every marketer’s strategy in a new way. When life as we know it comes to a startling halt, how can we continue to deliver customer-first experiences when the future feels so uncertain and bleak? T...
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Forging the Future of Customer Experience $50 US*
Building a Unified Data Foundation For Turning Customer Insight Into Action
The rise of the data-driven marketer has propelled the marketing function beyond branding and into the realm of customer experience and revenue growth. Before marketers can succeed in their new role, however, they must first solve the customer data conundrum. A whopping 60% of marketers aren’t happy with the depth and granularity of customer insights, while 36% don’t even have the data...
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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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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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Elevate What Consumers Appreciate $50 US*
Increase Brand Attraction by Upgrading Ownership Satisfaction
To date, 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 th...
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Customer Experience Dynamics $50 US*
Defining the Requirements for a Strong CX Ecosystem
According to this 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. Functional heads that should have a vested interest in owning CX simply don’t. Only 7 percent of sales and 9 percent of marketing leaders view t...
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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 Responsiveness Requirement $50 US*
How Agile Marketers Act on Consumer Feedback to Drive Growth
Adept and timely response to consumer feedback, requests and preferences has become a key indicator of brand performance according to this study by the Chief Marketing Officer (CMO) Council and Danaher Corporation's Product Identification Platform companies. According to survey participants, the ability to source, understand and then quickly react to feedback, preferences and needs is important, ...
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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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How Brands Annoy Fans $50 US*
The Impact of Digital Advertising Experiences on Consumer Perceptions and Purchase Intent
While it is estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017, recent headlines and pronouncements by leading brand marketers highlight the significant limitations in this technology-driven ad buying process, with image-sensitive brands appearing next to offensive or irrelevant digital and video content. As a result of this digita...
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Losing Loyalty $50 US*
The Consumer Deflection Dilemma
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective...
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The Leaders In Loyalty $50 US*
Feeling the Love From The Loyalty Clubs
Customer loyalty and rewards programs are everywhere – it seems like every brand has one and the average consumer is carrying a handful of laminated cards from big retailers alongside a few hole-punched printed cards from their neighborhood burrito palace or dry cleaner. Yet, through the CMO Council’s research in The Leaders in Loyalty: Feeling the Love from the Loyalty Club these prog...
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Track The Yack $50 US*
Voice of the Customer Monitoring to Help Reinvent the Mobile PC Experience
The Track the Yack voice of customer (VOC) study, part of the CMO Council's Reinvent Mobile campaign, gathered nearly 10,000 distinct sentiments based on some 4,000 online conversations between mobile PC users to analyze the preferences of today's diverse digital user base worldwide. Analysis of the consumer-generated conversations examines user perceptions, preferences, satisfaction levels and ex...
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Variance in Customer Experience $50 US*
Customer Affinity From Optimized Content Delivery
What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued an...
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Business Gain From How You Retain $50 US*
Addressing The Challenge of Customer Churn and Marketing Burn
Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the degree to which major global brands are unifying and centralizing customer data, undertaking effective marketing analytics, embracing advanced segmentation strategies, and...
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Profitability from Customer Affinity $50 US*
Profitability from Customer Affinity is a cooperative initiative developed from business schools, top market and customer relationship executives, designed to help marketers better understand how to manage the customer experience and improve return on account and customer relationships....
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