Getting Serious About Omni-Channel Experience
Today’s omni-channel consumer expects a seamless journey across both physical and digital channels. Personalization and real-time, always on experiences are a core demand for consumers ... More
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities
The CMO Council aims to define an architecture and model for how chief marketers can generate greater customer value, affinity and revenue growth through live data interpretation. The goal is to develop a more intimate understanding of subscribers’ digital lives, unmet needs, and willingness to pay for more personalized and relevant service offerings.
Report will be released January 29, 2019.
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.
In this regard, the CMO Council views customer value creation as all the elements that go into uplifting the customer experience and engendering a higher level of customer satisfaction, retention, repeat purchase and positive word-of-mouth. The CMO Council considers customer revenue optimization as those strategies, practices, techniques, data analytics, and insights that advance the profitability, return, value and longevity of customer relationships.
The scope of this program includes:
Through a quantitative audit and deep-dive interviews with senior marketing leaders in the telecommunications industry, this program explores how marketers can do more with their data and make better use of real-time insights, personalization, AI technologies, machine learning, cloud services and computing at the edge.
Key industry thought leaders included in this research include:
Some of the key topics we are uncovering in this research initiative include: