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“The number one challenge shared by CMOs is the changing role of marketing and to the ability to impact and lead the brands engagement with customers and overall customer experience. In our study we were surprised that only 11 percent have P&L responsibility,” said Pete Krainik, Founder and CEO, The CMO Club. “This lack of financial responsibility is likely hindering the CMOs credibility with their CEOs and boards. It also raises questions on the ability of many organizations to directly tie improved customer experience to profitable growth.”

Other interesting findings include:

• 39% of CMOs say customer interaction management tools are ‘most essential’
• CMOs are ‘less competent’ with interaction management, predictive analysis and loyalty management tools
• 51% say missing processes/accountability are obstacles to their performance
• 42% report organizational silos are an obstacle

“With consumer expectations rising, there is a greater need to deliver a relevant, personalized experience,” said Stephan Dietrich, president, Neolane, Inc. “The data showed that real-time support of personalized, cross-channel interactions is critical for CMOs to ensure the optimal customer experience. Unfortunately, CMOs are not highly competent in leveraging the most essential tools. It’s critical that CMOs embrace these technologies and begin to understand how they can drive significant customer experience improvements for their brand.”

Tags: advertising trends, CMO trends, customer experience, Neolane

Source: Report: CMOs not equipped to push customer experience

  

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