Il Customer Engagement diventa una priorità per i CMO, in quanto essenziale per raggiungere gli obiettivi di business. Uno dei problemi è quello di creare una relazione stabile con il cliente migliorando al contempo la Customer Experience.

Customer engagement that helps drive business results is a top priority for CMOs, according to the 2014 Korn Ferry Marketing Pulse Survey.

Only 27% of marketing executives cite connecting marketing to bottom-line results as the top concern keeping them up at night, according to the survey. What plagues CMOs the most is the ability to create sustainable and engaging customer relationships while improving the customer experience (34%). What’s more, 27% indicated that staying ahead and taking advantage of the latest digital technology trends is a main priority.

“It’s not surprising that more organizations are taking a hard look at how marketing spend impacts over- all business outcomes,” Caren Fleit, senior client partner and head of Korn Ferry’s Global Marketing Center of Expertise, said in the report. “What is surprising is that, despite this knowledge, many CMOs are not as focused on this part of the equation and keeping a majority of their focus on customer engagement. Customer engagement is critical and must be a key focus, but CMOs need to remember that the overarching purpose of driving this engagement is to drive business results. In order to be successful in today’s business environment, CMOs and marketing executives need to be learning agile and strike a balance, achieving both internal and external objectives.”

Here are some of the survey’s key takeaways:
80% of marketing executives see an increased spend on content marketing, signaling that businesses are once again putting more dollars towards their marketing efforts

57% of CMOs cite the inability to directly connect marketing efforts to tangible business outcomes as the top factor behind low CMO tenure
Also contributing to high turnover among CMOs is the inability to align marketing deliverables with CEO objectives (17%), the inability to drive organizational change (17%) and the inability to deliver timely results (9%)

79% of respondents said their companies plan to increase the use of predictive analytics and Big Data tools, which 39% find particularly useful for measuring the business success of creative programs

What’s more, according to the survey, CMOs cited what they deemed to be the most popular marketing channels in which to engage customers, and the least popular marketing channels in which to engage customers.

Source: http://loyalty360.org/resources/article/customer-engagement-to-drive-business-results-is-critical-for-cmos