The Role of
and
Alignment
across Customer Experience

CIO

CMO

Aberdeen Group’s research findings demonstrate that the pr...
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The Role of CIO & CMO Aignment Across Customer Experience

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The Role of CIO and CMO Alignment across Customer Experience

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The Role of CIO & CMO Aignment Across Customer Experience

  1. 1. The Role of and Alignment across Customer Experience CIO CMO Aberdeen Group’s research findings demonstrate that the primary owner of customer data in 45% of organizations is the CMO. CIO is assuming a similar leading role in only 8% of businesses. Despite the seperate paths that both functions take as a part of their day-to-day activities, when it comes to delivering superior customer experience a set of activities unite their efforts around their most important asset: customers. Reduced reliance on IT support Improved targeting and segmentation 2x CIO & Companies with 41% Regular training of marketing CMO Alignment are more than twice (69 % vs. 34%) as likely as their peers to standardize customer data processes. 63% Ability to generate staff on processes used to manage and analyze customer data (41% vs. 7%) personalized content marketing campaigns based on customer behavioral data (63% vs. 26%) 64% Use customer engagement Customer engagement results (e.g. customer satisfaction) as key measures to assess marketing campaign effectiveness (64% vs. 28%) Standardized customer data 2x protocols Establish security 59% Create tailored reporting to protect customer information (76% vs. 38%) of marketing campaign results based on different criteria (59% vs. 10%) Campaign measurement and analysis Customer data security CIO NG VI IE CH A 15.4% CMO ALI GN ME NT 5x Year-over-year increase in company revenue Year-over-year increase in “social buzz” 4.5% Year-over-year increase return on marketing investments KEY TAKEAWAYS ● Manage marketing activities as an enterprise-level initiative to ensure consistency of multi-channel marketing campaign messages ● Seek expertise of IT team to streamline customer information management activities throughout the entire organization. ● Utilize CEM technology tools to deploy data-driven customer marketing activities to enhance personalization of multi-channel content marketing programs For more information, visit OpenText.com

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