Asia-Pacific marketers admit they lack formal customer engagement strategies

CMO Council report finds regional marketers lack the back-office systems, operational structures and formal customer experience management strategies to meet their brand objectives

Only 10 per cent of senior marketers have strong alignment and synergy between functional heads when it comes to ensuring a single customer experience for their brand, new CMO Council research has found.

The new study of 245 senior marketers from 16 countries across Asia-Pacific including Japan found only 26 per cent believe their back-office systems and operational structures allow their organisation to live up to brand promises and marketing claims.

In addition, just 10 per cent cited strong alignment and synergy among functional heads when it comes to ensuring a seamless experience across all customer touch points and operational areas of the business.

The Maximize How You Individualize report was based on research conducted in the third and fourth quarters of 2013 by CMO Council in partnership with SAP.

While c-level executives and CMOs are increasingly recognising the value of customer centricity as a competitive advantage, it’s clear many are still struggling with the operational and cultural challenges of both achieving it, as well as measuring the impact of their efforts.

RELATED:How to start the journey towards customer centricity
How CMOs can orchestrate a single customer experience
Why you need to create frictionless customer experiences

The CMO Council noted less than one-quarter of marketers surveyed have calculated how customer experience has directly impacted business performance through lost or gained revenue, retention, defection, detraction or advocacy.

Another significant challenge being faced is who should be responsible for leading customer strategy. According to the report, ownership of the customer experience is often distributed across multiple titles and areas of operational responsibility, including the CMO (31 per cent), head of service and support (10 per cent), vice-president or director of customer sales and service (9 per cent), chief operations officer (8 per cent), chief sales officer (6 per cent), and chief experience officer (6 per cent).

Sixty-one per cent of marketers believed these individuals lacked the authority and budget to influence and impact CXM.

Key factors to achieving a customer-centric culture cited by respondents include CEO mandates, management commitments and employee empowerment driven by real-time market insights, more personalised engagements and higher-value, actionable information and analytics delivered across the organisation.

“There is no point in wasting marketing resources on seducing customers with offers, incentives and captivating branding if there is a big disconnect on the product, business policy or service experience side,” said Donovan Neale-May, executive director of the CMO Council. “You’ll just see churn, disaffection and bad word-of-mouth, which can be quite damaging in a socially connected region like Asia.”

The research also delved into the structure of customer experience strategy and found 25 per cent of respondents had conducted a customer experience management audit across all channels, life stages and operational areas.

Just over one-third of marketers said they have a formal strategy or program for customer engagement, while 24 per cent claimed to have a comprehensive view of engagements and interactions across all stages of the customer lifecycle.

Eleven per cent claimed to be highly satisfied with their ability to listen and respond to the needs of the customer.

In addition to the online survey, the CMO Council and SAP conducted in-depth interviews with more than 160 senior marketers in Hong Kong, Malaysia, Australia, India, South Korea and Singapore and found a strong desire for the chief marketing officer to be the primary champion and ombudsman for customer experience and should be tasked with tracking satisfaction, loyalty, reputation and word-of-mouth.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why it's time to integrate your website into your digital marketing strategy

As the head of marketing, do small beads of perspiration break out on your forehead when you hear the dreaded phrase: “It’s time to redesign our website?”

The impact of uniforms on consumer brand preferences

Flight attendant uniforms attract attention. From a primary association with sex appeal during the 1960-70s, to the diverse role they perform today, the flight attendant’s uniform sits front and centre in the advertising imagery of many airlines. However, relatively little is known about the ways in which consumer behaviour is influenced by airline uniforms.

Are data and creativity like chalk and cheese?

The industry is experiencing an explosion in data-led initiatives like programmatic buying, as well as a simultaneous increase in the importance of creativity. A less adventurous marketer might see these trends as chalk and cheese, as two developments which have the power to markedly improve a brand’s bottom line, but which don’t have much room for crossover.

Today I vented on LinkedIn about ADMA's membership fee starting at 4K per year, which for a small biz is prohibitive. So good to read abo...

Lawrence Ladomery

Sensis-owned digital agency aims at data-driven marketing needs of SMBs

Read more

When you want to get the most ROI, researching about the tools you need will pay off big time. Take for example your marketing and repor...

TapAnalytics

​How to get the best ROI from your martech investment

Read more

We can see how companies are now developing and improving the digital marketing platform they are using and finding ways to add more feat...

TapAnalytics

CMO's top 10 martech stories for the week - 21 January

Read more

Very nice article, Thanks for sharing this necessary information about digital trends. Specially i like prediction no 3 " Marketers embra...

kevin marshall

Predictions: 16 digital marketing trends for 2016

Read more

Mobile has indeed becoming a big player in the marketing industry. It should be utilized by businesses and mobile campaigns should be pro...

TapAnalytics

Report: Mobile-based campaigns and coupons boost consumer brand sentiment

Read more

Latest Podcast

More podcasts

Sign in