Maximize How You Individualize

Map the Operational Gap in Customer Insight and Experience

In partnership with:


Using traditional advertising to engage and activate an audience is rapidly being eclipsed by the pervasive nature of social media networks, massive mobile device dependency, as well as the analytics capabilities of cloud-based, business intelligence providers, who are pioneering new relationship marketing practices. As market pressures increase and margins erode, the commitment to operational excellence and back-end efficiency frequently lags, often undermining the quality and consistency of the customer experience and the level of brand advocacy and affinity.

Consumers have stated that a single negative experience with a brand can alter the decision to do business with a company. According to a Harris Interactive poll of over 2,000 adult consumers, 80 percent of consumers will never go back to an organization after a negative experience. Marketing’s mandate is to revitalize sagging loyalty and retention numbers and drive top line growth through deeper, more meaningful engagements with customers. Senior marketers must now, more than ever before, upgrade customer interactions in order to foster lasting and profitable relationships. 

The CMO Council partnered with SAP to discuss ways to “Maximize How You Individualize.” This thought leadership initiative includes a series of qualitative interactions with senior marketers in leading Asian markets, as well as comprehensive online audit. This audit allowed Asian companies to “Map the Operational Gap in Customer Insight and Engagement” on a social media, CRM, operational, cultural, IT structural and organizational level. It looks at the requirements to modify and adapt business processes and practices 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. And it 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.


Facts & Stats

A lack of vision was identified as a key barrier to individual customer engagement by 23% of the respondents to the Responsys and Econsultancy survey - State of Customer Engagement by Responsys and eConsultancy

Corporate spending on big data to hit $603 million in 2013 in Asia-Pacific (but excluding Japan), up more than 40 percent from 2012’s spending - IDC

A shortage in internal resources was another challenge for 71% of marketers - State of Customer Engagement by Responsys and eConsultancy

65% said they are unable to effectively manage customer data - State of Customer Engagement by Responsys and eConsultancy

50% of Australian CMOs surveyed believe their customers are becoming harder to reach and influence through traditional marketing channels - Accenture 2012 CMO Insights Survey

9 persent of CEOs are leveraging marketing data - ITSMA, Forrester Research, Vision Edge Marketing

54 per cent of marketers use data analytics to fine-tune the marketing mix but that just 35 per cent on average using data analytics to predict customer behaviour, make strategic recommendations, drive innovation or impact customer acquisitions, retention or growth - ITSMA, Forrester Research, Vision Edge Marketing


Studies & White Papers

Measuring and Communicating Marketing Performance - ITSMA 

Market Insight: Social Networking in the Asia/Pacific Region - Gartner

Trust in Asia Pacific - Edelman


July 2013 - How Do You Build A Passion Brand? A New Study on Driving Brand Advocacy in Social Media - The Sacramento Bee

July 2013 - Teague Drives Regional Strategy at Hitachi - The Australian

July 2013 - Engaging The Millennials: Leading Marketers Address Key Challenges in Digital Age - IT News

July 2013 - Hotels Bet on Tweets and Facebook Likes to Drive Future Business - The Economic Times

July 2013 - China's Luxury Market Grows in Lower-Tier Citites - CKGSB Knowledge

June 2013 - 'Big data' - a digital sea of personal info ripe for the taking? - The Japan Times

June 2013 - How to succeed with Big Data strategy: The not-so-secret magic ingredient - Forbes India

June 2013 - Customer engagement vital but marketers lack a single integrated view: Report -

June 2013 - Big data paying off for big cos: Research -

June 2013 - Lack of skilled pros in cloud computing and big data, a challenge: EMC official - The Hindu

June 2013 - Brands struggle to see their customer - B&T

May 2013 - Major Indian companies fails to understand and utilize huge amounts of digital information - The Economic Times

May 2013 - Marketers not providing info c-level execs need for strategic thinking -

May 2013 - Infographic: CMOs facing a disconnect I their digital marketing strategies - Marketing Magazine AU

May 2013 - The unvarnished truth about Big Data - Computer World

May 2013 - The blurring roles of CMOs - B&T

May 2013 - Analytics and personalisation drive leading marketer behavior: Report -

May 2013 - Lack of good customer experience strategy can hurt Indian companies - The Economics Times

May 2013 - Large firms in Malaysia now invest in Big Data projects: TCS - Daily Express

May2013 - Better simulation of complex events raises bar for predicting individual needs/preferences - Japan Times

May 2013 - Uniting a customer loyalty program using data -

April 2013 - Making big data real - Forbes India

April 2013 - Customer experience: Gain clearer vision through consumers' eyes - Campaign Asia

April 2013 - Business has a new marriage, here comes the CIMO - Ad Asia

March 2013 - CMOs require analytical and data management framework: Gartner - 


Program Themes

  • Personalization
  • CX Strategy
  • CX Trends
  • CX Technologies
  • Customer Engagement