Customer Value Creation From Live Data Interpretation     $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers, Fulfill Unmet Needs, and Realize Revenue Growth Opportunities

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.  This research defines a model and roadmap for how chief ma...

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Bringing a Human Voice to Customer Choice     $50 US*
Rededicating Marketing to Serve the People in Front of the Data

Chief Marketing Officers believe brands like Amazon, Google, Apple, Nike and Starbucks are getting customer experience right, looking at omni-channel engagement as a means to guide and inspire customers on a journey, and not just push them forward in a buying process. And in fact, this human-first approach is not just developing better relationships, but driving significant profitability and growt...

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The State of Engagement     $50 US*
Bridging the Customer Journey Across Every Last Mile

Customer empowerment is heightening the job security risks of chief marketing officers, who are struggling to keep up with new digitally driven ways to engage, satisfy and enrich the experience of more mobile, savvy and fickle consumers. According to this study from the CMO Council, 75 percent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Mor...

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Report Cover for Customer Experience Dynamics

Customer Experience Dynamics     $50 US*
Defining the Requirements for a Strong CX Ecosystem

According to this study by the Chief Marketing Officer (CMO) Council—conducted in partnership with SAP Customer Experience and SellingPower magazine—customer experience (CX) lacks coordinated, centralized leadership in most enterprises. Functional heads that should have a vested interest in owning CX simply don’t. Only 7 percent of sales and 9 percent of marketing leaders view t...

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Getting Serious About Omni-Channel Experience     $50 US*
Making Customer Value Creation the New Competitive Equation

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 who expect that each and every experience delivers value to their unique journey. But this expectation has shone a harsh spotlight onto two critical players in the omni-channel experience: the brands creating...

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The Customer In Context Report Cover

The Customer in Context     $50 US*
Understanding the Real Expectations of Today's Connected Customer

This study—conducted in partnership with SAP Customer Experience—reveals that customer experience is more critical than ever. Based on findings from an online survey of more than 2,000 consumers in early 2017, the report reveals that while today’s connected consumers are not looking for omnichannel perfection, they do have a short list of critical channels they expect to have acc...

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Empowering the Data-Driven Customer Strategy     $50 US*
Addressing Customer Engagement From the Foundation Up

This report explores the findings of a survey of more than 250 global marketers and reveals that while marketers seem to agree that the CMO should be the driver of a data-driven customer strategy (78 percent), there is a clear gap when it comes to effective execution of that strategy as only 7 percent say they are able to deliver real-time, data-driven engagements across physical and digital touch...

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Strategy 2017     $50 US*
Are You Asking the Right Questions to Get Customer Experience Right?

While marketers made great strides in taking ownership of customer experience (CX) strategies in 2016, recent research from the CMO Council reveals that 49 percent of marketers believe they are only able to deliver connected, personalized, data-led experiences some of the time—and primarily only across digital engagements. Furthermore, when asked about the ROI of these experiences, only 7 pe...

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The CMO Shift to Gaining Business Lift: Executive Perspectives     $50 US*

The role of the CMO has evolved far beyond anyone could have predicted 10 years ago. Gone is the traditional role of mere brand ambassador, replaced with the critical role of business driver, change agent and customer experience champion. As was revealed in the report "The CMO Shift to Gaining Business Lift," CMOs have a clear desire, and business-supported mandate to serve as the primary growth d...

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Connected Interaction to Power Brand Attraction     $50 US*
How Marketing Is Transforming to Create More Connected Customer Engagements

According to this research by the Chief Marketing Officer (CMO) Council and IBM, senior marketers will be devoting significant effort to better understanding the customer journey and how to create more personal, content-rich and connected experiences for their customers in 2017. The success of these efforts, however, will be contingent on their ability to create alignment across the digital and ph...

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Mind the Gap     $50 US*
Outlining Key Actions Marketers Can Employ Across Their Teams to Achieve True Customer Experience Success

Believe it or not, just 8 percent of 200 chief marketers surveyed by the CMO Council in Q3 admit to auditing, assessing and continually improving the customer experience. Given the critical need to convert, grow and retain relationships in an omni-channel world, this is a pretty pitiful statistic. With customers demanding to be heard and engage with brands on their terms, how are marketers using ...

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The CMO Shift to Gaining Business Lift     $50 US*

The CMO of today has denounced the traditional role of mere brand ambassador, instead opting to actively assert their role as business driver, change agent and customer experience champion. But while the CMO of today knows they will need to take the driver's seat in steering the development of next generation products, services, business models and customer experiences, many may still be falling i...

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Omnichannel's Missing Link     $50 US*
Identifying the Disconnect Between Brands and Retail Partners

According to the findings from this CMO Council study, conducted in partnership with digital marketing intelligence company Netsertive, the strength of the entire omnichannel experience may lie in the last mile of the journey, where customers are choosing to transact, as well as in local retail partnerships and touchpoints. Marketers almost unanimously agree that delivering an omnichannel experien...

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The New Rules of Engagement     $50 US*
A Look Into Shopper Marketing

Marketers in today’s connected world are aiming to deliver personalized communications to consumers, but are they really getting it right? According to a study by the CMO Council, in partnership with Bazaarvoice, while consumers are increasingly comfortable with marketers using their personal data for targeted advertising that is relevant to them, marketers are still struggling to deliver th...

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Gaining Traction Through Each Customer Interaction     $50 US*
Achieving Business Impact With Customer Engagement Optimization

Despite marketing’s best intentions and desire to deliver on the promise of customer centricity, many of us are stymied by gaps and deficiencies across the people, processes and platforms that are powering our customer interactions. In fact, in a recent study, the CMO Council found that marketers across Asia-Pacific admitted that their back-office systems were not enabling their brands to fu...

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Context, Commerce + Customer     $50 US*
Best Practices to Exceed Expectations

While digital marketing technologies and engagement channels multiply, many marketers remain concerned that they are still not delivering what customers want most: a seamless, frictionless and individualized buying and problem-solving experience. According to new research from the Chief Marketing Officer (CMO) Council and SAP Customer Experience, more than a third of marketers (39 percent) believ...

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The Purpose-Built Experience     $50 US*
Starting With the Customer and Adding a Heavy Dose of Empathy

Despite the understanding that the desire to create customer-centric experiences is driving marketing, marketers are still struggling to achieve true customer experience success. In fact, 73 percent of marketers surveyed by the CMO Council stated that customer centricity was critical to the success of the business, but 41 percent indicated that their lack of customer-centric experiences had negati...

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Making Personalization Possible     $50 US*
Amplifying the Customer’s Voice for a Lasting Experience

Clicks, views, posts, shares and visits have taken a back seat to acquisition, retention and revenue growth as core measures of customer experience and engagement success, reports the Chief Marketing Officer (CMO) Council. According to a new study conducted with Microsoft Corp., marketers are de-prioritizing digital campaign metrics in favor of business-focused measurements that more directly tie ...

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Mapping Monetization     $50 US*
Best Practices and Strategies for Identifying New Opportunities and Maximizing Existing Experiences

The CMO Council recently partnered with Vindicia, the leaders in payment and billing solutions, to host a series of executive roundtables to discuss new paths to revenue and the challenges to monetization optimization. The number one issue that marketers found most challenging to overcome: FEAR. Whether it’s the fear of the unknown (“We’ve never charged for that type of content,...

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Mastering Adaptive Customer Engagements     $50 US*
A Look Into How Today’s Marketing Leaders Are Driving Business Performance Across the Customer-Centric Enterprise

How customer-centric is your organization? Better yet, how customer-centric do your customers believe your organization is? The answers may surprise you. According to new research by the Chief Marketing Officer (CMO) Council, only 14 percent of marketers say that customer centricity is a hallmark of their companies, and only 11 percent believe their customers would agree with that characterization...

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Making Sense of Subscriber Complexity     $50 US*
The Need to Get a Handle on Choice and Change in Global Communications Markets

Managing the challenge of subscriber complexity and choice in communications and media markets now represents one of the most critical business imperatives facing service providers worldwide. Subscriber expectations are exploding around value, features, services, pricing, quality, convenience, user control, and personalization – with more opportunities than ever to switch allegiances to both...

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Giving Customer Voice More Volume     $50 US*
Turning Customer Pain into Competitive Gain

Customer experience is still very much a work in progress for senior marketers who participated in this study, fielded in late 2008. Despite overwhelming agreement on the importance of customer experience and word-of-mouth, the admit their companies are failing to take decisive, company-wide action to integrate customer voice and experience into key business and marketing processes. Sponsored...

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Variance in Customer Experience     $50 US*
Customer Affinity From Optimized Content Delivery

What would you learn if you sent out customers to experience every touchpoint of your brand? In this CMO Council study, consumers were sent out to do just that...from brand-owned and controlled channels to channel partners, local points of sale, advertising and even sponsored events. What was assessed was the clarity and consistency of message, brand and vision. Brands thought to be most valued an...

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