Data analysis, MarTech, integration and automation of Business, Sales and Customer Service processes : today CMOs are at the forefront of a long series of vertical activities , with a decisive role in customer satisfaction and company growth.
Channels, Technologies and Customers: The Challenges of CMOs
The growing number of tools available to leaders increases the desire list of japan cell phone numbers to understand and implement them in the marketing mix . But with the deluge of resources and channels available , so does the pressure to engage customers in effective and cutting-edge processes, without neglecting business growth.
This tension may help explain why, on average, the CMO position has the shortest tenure in the C-suite.
To act efficiently and quickly, CMOs must be able to rely on accurate and in-depth data to make client-centered decisions that generate significant business impact in a relatively short time . According to a survey conducted by PwC, 45% of CMOs are investing in data-driven technologies to guide decision-making processes and outline data-based strategies.
This type of approach is indeed key for many of the CMOs on a global scale because it allows for rapid commercial exploits oriented both to the growth of the company and to the quality of the customer experience, while increasing the overall traceability of each activity.
Not surprisingly, many CMOs also manage key aspects of customer experience (CX), which includes technology integration, customer data and analytics, interaction management, customer satisfaction, and the overall impact of the journey .
C-Level Collaboration: A Successful Synergy
65% of CMOs report that adaptability is the most important skill in their role.
To maintain control over every stage of the process and overcome the challenges of new, interconnected – but often not fully optimized – tools and technologies, CMOs are working more closely with other business leaders than ever before.
According to a Gartner study, in addition to ensuring more detailed control over individual activities and encouraging process coordination, a collaborative approach between CMO, CIO and CEO is essential to guide the company towards success: only a correct synergy between departments and leaders ensures an overall vision of individual interactions with the customer and key retention actions.
The Booking Case
Booking.com CMO Arjan Dijk has worked closely with the CIO over the years to integrate innovative technologies into their business model. This has allowed the company to organize targeting, analysis and scoring processes verticalized on the acquisition processes, and to transform the mass of data into campaigns with efficient performance.
But that’s not all: synergies of this kind create long-lasting processes and approaches that deeply influence the fabric of the company. In fact, it is thanks to the collaboration between CMO and CIO that Booking.com uses machine learning algorithms to analyze customer data and make personalized recommendations. In addition, the company has introduced chatbot features to improve customer service and has invested in mobile technologies to make it easier for customers to book accommodation on-the-go.
