The latest research from the Chief Marketing Officer (CMO) Council and RedPoint Global indicates that although customers are more connected across a multitude of channels than ever before, many organizations are still struggling to deliver the seamless, omni-channel experiences that customers seek, despite having a plethora of data, analytics and engagement systems implemented.
In fact, the research revealed that only 7 percent of marketers surveyed are able to deliver real-time, data-driven engagements across both physical and digital touchpoints, and only 5 percent are able to see the bottom-line impact of engagements in real time. The gap between strategy and delivery of these experiences stems primarily from fractured execution systems and siloed customer data.
Some of the discussion points included:
• What are the next steps that marketers can take to bridge this gap?
• What internal capabilities and changes are needed in order for organizations to create the frictionless, omni-channel experiences that today’s connected customers expect?
• Where can organizations start when it comes to connecting their data and insights, to better orchestrate engagement in real time and across all journey stages and touchpoints?
The briefing also included a live interactive Q&A on research findings, data implications and real-world prescriptions. John Nash, Chief Marketing and Strategy Officer, RedPoint Global, joined us to provide industry insights and next best actions for marketing executives looking to overcome the roadblocks that prevent organizations from capitalizing on profitable omni-channel efforts.
John Nash, RedPoint; Mary Anne Hensley, CMO Council