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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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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GDPR: Impact and Opportunity     $50 US*
How Marketing Leaders Addressed GDPR Readiness and Compliance

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. This report highlights why all marketers, dealing directly with the European Union and even those...

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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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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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Report Cover for Customer Experience Dynamics

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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The Customer In Context Report Cover

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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Product Ownership     $50 US*
Lasting Satisfaction or Painful Distraction?

The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...

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Empowering the Data-Driven Customer Strategy     $50 US*
Addressing Customer Engagement From the Foundation Up

This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital touch...

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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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Omnichannel's Missing Link     $50 US*
Identifying the Disconnect Between Brands and Retail Partners

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. Marketers almost unanimously agree that delivering an omnichannel experien...

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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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Be an ADEPT Traveler     $50 US*
Care Less About Travel Stress

With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from researc...

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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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Predicting Routes to Revenue     $50 US*
Identifying Real-Time Decisions for Business-Driving Engagement

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...

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How Global Voices Shape Travel Choices     $50 US*
The Impact of Consumer Apprehension on Travel Intention

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...

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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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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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Know More to Grow More     $50 US*
Applying Timely, Targeted and Tailored Insight to Improve Pipeline Performance

Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this...

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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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