Report: CMOs jobs ‘on the line’ if customer engagement fails to deliver

Customer empowerment is heightening the job security risks of CMOs, according to the latest CMO Council report

CMO jobs are at risk if customer experience strategies don’t succeed and, in particular, if customer engagement doesn’t satisfy digitally demanding consumers, according to a new CMO Council report.

The report, The State of Engagement: Bridging the Customer Journey Across Every Last Mile,  examines the hurdles that all marketers are facing, from operational functions up to the CMO, to deliver value across every last mile of engagement.

According to the report, 75 per cent of CMOs believe their jobs are on the line if their customer experience strategies are unsuccessful. Moreover, nearly half of marketing respondents believe it is possible their jobs will be at risk should technology investments fail, even though there are other factors that have a direct impact on the role.

And while businesses will measure the success of customer experience initiatives on bottom-line improvements - including overall revenue growth and increases in individual sales - only 10 per cent of marketers are able to tie customer experiences back to these business goals in real-time, the report reveals.

“CMOs have picked up the mantle of owning the development and execution of the customer experience strategy and are fully aware that their jobs depend on the success of these initiatives,” CMO Council senior vice-president of marketing, Liz Miller, said.

The study, in partnership with RedPoint Global, looks at how the imperative to compete on the basis of customer experience is heightening the job security risks of CMOs 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. 

Eight in 10 respondents said they're are unable to or can only sometimes connect channels of engagement back to business impact while an additional 10 per cent are only able to measure against business goals using time-consuming, manual processes that only involve select channels.

According to the findings, marketers have a mixed view of the state of customer engagement as 47 per cent admit they are failing to deliver on the customer expectation of personalisation and contextual engagements across the customer journey. Additionally, 41 per cent say systems that fail to connect or deliver a unified view of the customer experience across all touchpoints have done the most to threaten the execution of the CX strategy.

Miller said many CMOs are “rightfully questioning” the patchwork assembly of point solutions that have been amassed in the marketing technology stack.

“Marketers want to get going…connecting systems and busting silos to put the customer’s expectations above the drama being caused by fragmented tools that fail to deliver results for the business,” she said.

The report also reveals how many CMOs have adopted a new outlook of advancing with the tools on hand - while at the same time taking on the role of the ‘chief silo-buster’ - in light of the increasing demand for individualised experiences from a connected customer.

Findings also show that marketers believe they need systems that leverage real-time data to deliver relevant, contextual experiences, ranking this as the No. 1 requirement for customer experience success.

Meanwhile, the second most critical requirement is an organization-wide single view of the customer to ensure uniform and consistent engagement.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...

Ryota Miyagi

Why customer trust is more vital to brand survival than it's ever been

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in