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Revenue Gain From The Local Demand Chain $50 US*
Using Digital Transformation to Power Partner + Field Marketing Performance
With limited digital marketing resources and expertise, local businesses are falling behind in digital transformation. They need a better understanding of digital marketing tactics such as search, social and online review management — critical areas for building brand awareness in an increasingly digitalized customer journey. There’s a big opportunity for national marketers to help lo...
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Gaining Lift From the Consumer Shift $50 US*
Insights into Buying Behavior During Covid and Beyond
How well do you know your customers? Over the last several years, the theme of “meeting customers where they are” has been top-of-mind, but the pandemic brought this to the forefront of every marketer’s strategy in a new way. When life as we know it comes to a startling halt, how can we continue to deliver customer-first experiences when the future feels so uncertain and bleak? T...
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How Covid Has Changed The Channels Of Engagement $50 US*
What You Need to Know to Better Engage Your Customers in the "New Normal"
Consumers across generations and geographies are moving to digital channels, and running into all sorts of problems. Now 73% of frustrated consumers are considering spending their dollars elsewhere. Brands need to get ahead of this before it’s too late. Marketing leaders need to know where digital channels fail to meet expectations, what channels consumers turn to in critical situations, an...
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Measuring Marketing in the Moment $50 US*
Understanding How Shoppers React, Transact and Interact in Real-time
The pinnacle of personalization in marketing is delivering the right message to the right person in their moment of need. This requires a data-driven understanding of the customer, real-time buyer intent signals, masterful orchestration between team members and partners, and technology that closes the gap between insight and action. It’s no easy task, which is why four out of five marketers...
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Mobile Ingenuity in Africa's Dynamic Community $50 US*
Using Real-Time Insights to Understand the Digital Life of Telco Subscribers
Known as a land rich in minerals, the African continent has a new source of economic growth and wealth to mine: mobile customer data. Possessing a vast abundance of ever-multiplying subscriber insight, Africa’s leading wireless network operators and communications service providers are now hardwired to turn this under-performing asset base into a new form of “data currency&r...
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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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Critical Channels of Choice $50 US*
Meeting the Customer Expectation for Omnichannel Relationships
Omnichannel IS the critical channel of choice. No matter what the generation, from Gen X all the way to the Silent Generation, consumers want a blend of both digital and physical channel experiences. Yet only 13 percent of consumers believe that brands are fully meeting this expectation and delivering across both physical and digital channels. This report, produced in partnership with Pitne...
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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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Turn Up The Volume $50 US*
Rethinking Where and How Customer Voice Enhances Experiences
In order to further customer experience strategies, marketers must implement strategic customer voice listening initiatives. Yet according to a survey of over 160 senior corporate marketers across Europe, while marketers are listening, they are not hearing the voice of the customer. Indeed, while 63 percent say they actively employ a listening program, only 10 percent feel these programs do an ex...
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Doing More With Data $50 US*
Discovering Data-Accelerated Revenue Traction
Charged with the mandate of elevating customer experience, marketers increasingly look to data to better engage with customers and identify new opportunities. Yet previous CMO Council research highlights that marketers admit their organizations could do more to transform the data supply chain to allow them to do more with internal data assets. To ignite real change, data needs to move beyond the ...
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Elevate What Consumers Appreciate $50 US*
Increase Brand Attraction by Upgrading Ownership Satisfaction
To date, the customer experience mandate of the CMO has focused on creating an experience that will surprise and delight their consumers up to the point of purchase; unfortunately, the aftermarket for far too many is an afterthought. Yet with the rise of IoT-enabled service-oriented business models, and a savvy consumer that can quickly share feedback through any number of social channels about th...
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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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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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Product Ownership $50 US*
Lasting Satisfaction or Painful Distraction?
The ownership experience should be a critical brand differentiator and revenue generator for both manufacturers and retailers. Yet only 17 percent of North American consumers believe brands truly care about them after the point of purchase, which might be an accurate reflection of the importance that acquisition-centric marketers place on the aftermarket service and support that drive and solidify...
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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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Be an ADEPT Traveler $50 US*
Care Less About Travel Stress
With billions of travelers exploring key global destinations every year, destination marketers and travel service providers are seeking to deliver better experiences and reduce irritation, consternation and aggravation. According to new research from the Chief Marketing Officer (CMO) Council and its GeoBranding Center, in partnership with AIG Travel and Travelzoo, the travel process - from researc...
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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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How Global Voices Shape Travel Choices $50 US*
The Impact of Consumer Apprehension on Travel Intention
A plethora of global incidents have made headlines this past year—including terrorist attacks, natural disasters, disease outbreaks, regional conflict, political upheaval, crime or civil unrest, airline tragedies and cruise line accidents and food safety issues—that have impacted travel plans, schedules and intentions. News coverage, social media postings and government warnings have o...
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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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Know More to Grow More $50 US*
Applying Timely, Targeted and Tailored Insight to Improve Pipeline Performance
Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this...
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Losing Loyalty $50 US*
The Consumer Deflection Dilemma
Consumer defection and lapsed loyalty are rampant among major consumer packaged goods brands, a problem that is only worsening in the current recession. A study by the CMO Council, conducted with Catalina Marketing's Pointer Media Network, provides a comprehensive and detailed analysis the defection dilemma among CPG brands. The study underscores the critical need for brands to more effective...
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Discovering The Pivotal Point Consumer $50 US*
A Milestone Study on American Shoppers Who Drive CPG Brand Volume
A study of American consumer shopping behavior designed to provide fresh and actionable insight, backed by detailed data, to help Consumer Packaged Goods marketers and retailers better understand and address the global challenge of fragmentation and the need for precision marketing. Conducted by Catalina Marketing's Pointer Media Network, in conjunction with the CMO Council, the study unmasks the ...
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Business Gain From How You Retain $50 US*
Addressing The Challenge of Customer Churn and Marketing Burn
Business Gain From How You Retain examines ways companies can improve the return on customer equity and lifetime value by making customer insight, understanding and intimacy a hallmark of the organization. The study assesses the degree to which major global brands are unifying and centralizing customer data, undertaking effective marketing analytics, embracing advanced segmentation strategies, and...
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Secure the Trust of Your Brand $50 US*
Assessing the Security Mindset of Consumers
There has been little research into how broadly such incidences are eroding consumers’ trust in brands. This is the impetus for Secure the Trust of Your Brand™, a major thought leadership initiative fielded by the Chief Marketing Officer (CMO) Council. This comprehensive research effort is designed to better understand the degree to which information security, business continuity, and ...
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