Context, Commerce and Customer

As part of the CMO Council’s ongoing investigation into the evolution of the customer experience (CX), this program focuses on the critical next steps forward as brands take advantage of recent technology investments and start advancing strategies in analytics, experience and customer journeys. This initiative examines issues ranging from the technology frustrations marketers are managing to the new data, intelligence and engagement strategies marketers and commerce executives must master in order to truly tap into the power of contextual experiences. In this age of the totally connected customer, senior marketers must turn to new best practices and strategies to deliver customer engagements and experiences that are intentionally developed, deployed, measured, monitored and fully monetized to encourage commerce and connection. Today’s marketers must look beyond automation and toward context.

This global initiative reviews the requirements of today’s marketing and commerce landscape to understand the mindsets, technologies and strategies that organizations must adopt to better meet customer demands for always-on, always-accessible commerce, service and support. It examines how operational disconnects and deficiencies impact experience and the resultant loss in revenue, margin, reputation and brand equity. It also shines a light on the value and benefits of using big data analytics and customer insights to create a more relevant, personalized and gratifying experience. Going beyond a review of big data, this initiative explores key issues around data management across the organization and turning those points of insight into contextual experiences through individualized personalization.

Most importantly, this program looks to capture the realities of automation and technology provisioning on the modern marketing and commerce organizations, including the impact that potential gaps in technologies have on the business. Through research and executive dialogues, this program will provide decision makers with access to experts, peers and inspiration to catalyze change within their own organizations as senior leaders seek inspiration and justification to press forward with scaling and accelerating the return on customer experience and technology investments.