REQUIRED READING POST

Centralizing customer engagement with CMO strategy to create customer-centric company culture is marketing’s mandate to champion customer experience, respond to challenges and the competitive environment, and surface revenue opportunities.

In accordance with CMO Council research, we found that CMOs need a complete 360-degree view of the customer to fully understand the path-to-purchase, including a thorough understanding of how well they reach, activate, monetize, retain and satisfy customers across rapidly evolving and more complex global markets and digital channels.

“Better use of real-time transactional and behavioral data is allowing marketers to be more clinical and effective in their approach to segmenting, targeting and accessing critical audiences. Central to this are powerful AI and ML-driven customer data integration platforms that are the foundation for valuable personalization and one-to-one marketing campaigns, as well as customer revenue optimization programs.”

However, only 15 percent of marketers surveyed by the CMO Council believe their companies are doing an extremely good job of integrating disparate customer data sources and repositories; 55 percent note there is room for improvement in this area. One of the most notable areas of deficiency is cross-border consolidation, cleansing and optimization of localized customer data. Integration of multiple sources, platforms and formats of customer data from across a region or geography is daunting and complex given the language and ethnic diversity, lifestyle differences, economic disparity, geopolitical considerations, as well as privacy and regulatory requirements. READ MORE

In fact, CX should be embedded in a marketer’s DNA, and with the constant change to customer communication with the rise of AI chatbots and fluctuating power dynamics between brands and consumers, there are a significant set of CMO Council peer-inspired programs and exclusive research reports that every marketing leader needs in their IP bank so as not to miss the Signposts to Charting a New Customer Journey:

PROGRAMS

Unify How You Verify

Humanize and optimize the way you recognize every customer contact using frictionless biometrics across all channels of engagement.

The Omnipotent Omnichannel

Customer experience in the new digital era relies heavily on contextual engagement.

Forging the Future of Customer Experience

Building a unified data foundation for turning customer insight into action.

Gaining Traction With Every Digital Interaction

Identifying operational efficiencies that impact customer experiences.

The State of Engagement: Bridging the Customer Journey Across Every Mile

Mastering the art of driving relevance and consistency across customer engagements.

REPORTS

Cracking Tomorrow’s CX Code: Real-time customer intelligence for exceptional experience. DOWNLOAD

Humanize + Optimize The Way You Recognize Every Customer + Contact: Using frictionless biometrics across all channels of engagement. DOWNLOAD

Data-Driven Decisioning Powers CX Forward: Marketers aiming for ideal customer experience face data silos and ai skills hurdles. DOWNLOAD

Forging the Future of Customer Experience: Building a unified data foundation for turning customer insight into action. DOWNLOAD

STRATEGIC INTEREST GROUPS

The Customer Experience Board: The Customer Experience Board addresses the critical need for organizations to optimize, connect and fully monetize the customer experience. FOR MORE

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE