The customer experience, by its very definition, is complex. Forrester Research defines it as: “The product of the interactions between an organization and a customer over the duration of their relationship. This includes all of a customer's interactions with your company from awareness to discovery, purchase, use of products / services, loyalty and advocacy.” However, Forrester [...]
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and using customer data to activate a customer experience strategy have not yet been fully defined. With no clear path [...]
A recent Heidrick & Struggles study found that 62 percent of CMOs view relationships with peers on the senior executive team as vital to their success. It should have been closer to 100 percent. Why? Because without holistic commitment from the entire executive team to change marketing’s role in the customer experience — the CMO’s [...]
One of the most significant changes CMOs face today is gaining a new understanding of who their customer really is. The modern CMO understands — now more than ever — that his or her internal customer is just as important, if not more important than the customer actually involved in the buying process. After all, [...]
If you’re a CMO or striving to become one — be prepared to drive change and enter uncharted waters. To be successful in this role you’ll need greater knowledge of the customer through analytics; more involvement in the formulation of your company’s go-to-market strategy; deeper corporate messaging development and delivery expertise; and finally, stronger change [...]
Sure, marketing is still responsible for generating engagement with the company’s target audience. But today, that is just the first step in building long-lasting and profitable relationships with customers. The CMO Club, in partnership with IBM, conducted research among 100 of the world's top marketers — with budgets of $1 billion or more — and [...]
There is no question that the chief marketing officer holds the most responsibility for ensuring messaging continuity throughout the customer experience. In fact, corporate messaging is one of the most critical ways marketing can impact the customer experience, which is why chief marketing officers must implement programs that infuse the corporate message into the hearts [...]
A new study conducted by The CMO Club and IBM titled, “Marketing Is a (Buyer) Journey, Not a Destination,” found that 50 percent of CMOs plan to increase spending by an average of 50 percent across all stages of the buyer journey over the next two years. The study points out that marketing has traditionally [...]
In the age of the customer, B2C and B2B buyers alike expect transparency and consistency at every stage of the buying journey. Whether engaging with your organization online in the self-service phase, which includes content development for thought leadership and lead generation, the sales process, which includes in-depth conversations, sales tools, presentations and proposals, or [...]
Corporate messaging presents and maintains a consistent corporate image across all media channels and is a crucial component to providing a transparent customer experience. An effective messaging platform creates a clear, compelling and consistent message at each phase of the customer experience. Companies that bring the corporate message to life throughout the customer experience increase [...]
