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The Role of CIO and CMO Alignment across Customer Experience
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The Role ofCIO and CMO Alignmentacross Customer Experience
C I O C M O
Reducedreliance
on IT support Improvedtargeting andsegmentation
Standardizedcustomer
data
Customerengagement
Customerdata security
Campaignmeasurementand analysis
15.4%Year-over-year increase
in company revenue
5xYear-over-year increase
in “social buzz” 4.5%Year-over-year increase
return on marketinginvestments
Aberdeen Group’s research �ndings 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 e�orts
around their most important asset: customers.
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A C H I E V I N G A L I G N M E N T
41%Regular training of marketing
sta� on processes used to manage and analyze customer
data (41% vs. 7%)
63%Ability to generate
personalized content marketing campaigns
based on customer behavioral data (63%
vs. 26%)64%Use customer engagement
results (e.g. customer satisfaction) as key measures
to assess marketing campaign e�ectiveness
(64% vs. 28%)
59%Create tailored reporting of marketing campaign
results based on di�erent criteria (59% vs. 10%)
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
2xCompanies with CIO &
CMO Alignment are more than twice (69 % vs.
34%) as likely as their peers to standardize
customer data processes.
2xEstablish security protocols
to protect customer information (76% vs. 38%)