No matter what size, all businesses need to stay on top of
their customers' experience. So, who is in charge? Some say it’s the Chief Customer Officer’s
job, while the CMO is currently considered to represent the voice of the customer
at 18 percent of organizations, behind sales at 31 percent. These days, customer
experience management (CEM) is becoming more and more of a priority, so
businesses must get on the same page in order to move forward.
According to a recent study, “Voice
of the Customer: Whose Job Is It, Anyway?" by the Intelligence Unit of
The Economist, in the next three years, global organizations will make customer
experience (CX) a top priority. However, the study shows that only 56 percent
of respondents believe their companies understand customers. But, many
companies find it challenging to restructure their businesses around the
customer since they have traditionally focused it around product lines. In
fact, only six in 10 people view their companies as customer-centric, and half
report an understanding of customers' needs.
"A growing shift to digital marketing also provides a
rich foundation for data-driven customer insight," Wilson Raj, Global
Customer Intelligence Director for SAS sad. "CMOs are in a prime position
to be champions for the voice of the customer -- if they shore up digital and
customer analytics skills across the marketing organization."
The survey concludes whoever aspires to represent the voice
of the customer must draw on customer insights to create an exceptional experience
spanning physical and digital channels. The key to the CMO delivering an evolving
customer-centric mandate is in the rise of Web, social and mobile channels
that will take on greater significance in customer engagement.
Arjun Mitra, executive vice president at Firstsource, says
it is critical for businesses to be on the front line of understanding CX in
order to stay relevant in today's marketplace. "Differentiated CX builds
confidence in the brand and strengthens the emotional connections with
customers," he explained. "Companies that make the necessary
investment in CEM will gain the strategic blueprint they need to help boost
their bottom line."
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