CMOs Admit To Struggling To Deliver Consistent Customer Experiences

CMOs Admit To Struggling To Deliver Consistent Customer Experiences
SHARE
THIS



Oracle and The CMO Club have released the findings of a study that shows CMOs in every industry are struggling to deliver a consistent customer experience across all customer touch points, and that organisations are not getting the most out of their marketing technology platforms.

To help CMOs address this complex challenge, The CMO Club and Oracle Marketing Cloud worked with the heads of marketing from major brands, including American Express, Gap, Hilton Worldwide, and PetSmart, to develop ‘The CMO Solution Guide to Leveraging New Technology and Marketing Platforms’. The guide is one of the first to be developed in collaboration with CMOs, shares insights into marketing technology challenges, and offers best practices for leveraging emerging marketing technology to deliver a consistent, personalised and engaging customer experience.

To help meet skyrocketing boardroom expectations around financial performance and unprecedented customer expectations, the CMO’s role is expanding to encompass a broader customer experience remit, which requires a clear vision, greater collaboration with technology counterparts, and breaking down organisational silos to meet consumer expectations. “My job now is to look at the decision journey of the customer and optimise based on what the customer wants,” said Mary Ann Fitzmaurice Reilly, senior vice president, marketing integration and customer insights, American Express.

“CMOs are increasingly responsible for delivering the right customer experience at every touch point,” said Nadine Dietz, CMO of The CMO Club. “Marketing automation helps deliver consistent experience at scale, but requires the right mix of technology, analytics, people, and processes for success. Given the sea of technology options available and monumental integration challenges faced while implementing marketing solutions, we felt it was time to issue a Solution Guide for CMOs from CMOs to collectively support each other in this shared mission.”

The study found that optimising the customer experience across all touch points, including marketing, sales and support, was the number one priority for CMOs. Yet, only 13 percent of the 110 CMOs surveyed said they are able to truly deliver a personalised and engaging customer experience across channels. Additionally, 21 percent did not know where to start in terms of understanding a customer’s end-to-end experience with their brand, and said they needed help evaluating marketing technologies to be sure they are aligned to the organisation’s goals.

Marketing and Technology Best Practices

The CMO Solution Guide to Leveraging New Technology and Marketing Platforms outlines five solutions from CMOs for CMOs to better leverage technology and enhance the customer experience. Solutions include:

Be the customer champion every step of the way: CMOs need a clear understanding of how customers and prospects interact with their brands at every stage, from consideration, to engagement, to purchase and advocacy. They are the voice of the customer, translating insights to actions across every organisational function.

Become BFFs with your CIO: Of those surveyed, only one of 110 respondents referenced a positive relationship with their CIO. A critical action item for a CMO is to reach out to their CIO to collaborate, plan, and integrate activities.

Co-design the optimal customer-driven technology roadmap: CMOs need to develop an understanding of the technology that is required to deliver the optimal customer experience and co-design the technology roadmap with the CIO, allowing flexibility in design to incorporate new technology and third party applications.

Rethink your marketing organisation and processes: There are many formal and informal opportunities to create collaboration across marketing departments and technology. As critical as it is to building the right culture and cross-functional environment, it’s also critical to hire the right talent.

Establish a system for continuous improvement: The customer is outpacing companies in terms of their expectations for personalised service compared to a company’s ability to act on the information – both technologically and analytically. The CMO of today must – in addition to being agile – be open to taking chances and remain risk receptive.

“Most brands and marketers are only utilising 15 percent of technologies and capabilities they are already paying for, so the focus should not be in adopting more technologies, but in applying them to solve business needs and inspire behaviors,” said Mayur Gupta, global head, marketing technology and innovation, Kimberly-Clark.

“Every business talks about focusing on the customer, but few actually deliver. Why? Simply put, digital marketing technology alone can’t tell a compelling story. It requires the right mix of people, process, and technology to be successful,” said Andrea Ward, vice president, marketing, Oracle Marketing Cloud.

“Customer centricity and marketing simplicity is at the heart of the Oracle Marketing Cloud, which enables marketers to focus on what they do best – getting compelling and relevant content in front of the right audiences across any digital channel in a way that drives actions.”

Please login with linkedin to comment

Big Merino The Beef Oracle

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.