Recently, IBM released a study titled “Redefining Markets: Insights from the C-Suite Study,” which surveyed more than 700 chief marketing officers (CMOs) from more than 50 countries. CMO’s number-one priority, according to the study? Developing better customer experiences. Nearly two-thirds (63%) cited this as their top priority. When the researchers looked deeper into what made for a “better customer experience,” they found this referred to the cumulative impact of the multiple touch points a customer has with a company and the effects those touches have over time. This has to be done strategically. IBM also found a huge gap between how companies perceive they are doing with their customers and how they are actually doing. Eighty percent of CEOs believe their companies are delivering exceptional customer experiences, while 78% of customers stated the average brand doesn’t understand them as individuals at all. That’s a huge disconnect.

"CMOs expect to interact with customers on an even more individual and digital basis than they did in 2013," according to the report: " 'Marketing is no longer about winning creative awards; it’s about one-to-one communication,' the CMO of a U.S. telecom company warned. Many CMOs also realize they’ll need more external innovation to forge the multi-dimensional experiences customers desire. This explains why 69 percent plan to partner more extensively."

Customer experience isn’t a guessing game. You have to be smart and proactive about planning your marketing interactions.  This requires understanding and planning across the entire customer journey. This includes:

• Understanding the buyer’s motivations.
• Anticipating the customer’s journey from brand awareness to purchase.
• Putting the right content in front of the right people at the right time.
• Presenting a consistent, positive brand image.
• Speaking to people using segmented, targeted, and personalized communications that make them feel valued.

"Creating captivating experiences shaped by customer input also requires considerable digital acumen, as CMOs appreciate," the report stated. "Sixty percent want to use data-driven insights to shape their marketing campaigns within the next three to five years – up from 40 percent today. 'We need to become "math men," not "mad men," and rely on analytics rather than gut feel,' the CMO of an Australian consumer products company remarked."

This isn’t as difficult as it sounds, but it does require planning. Set up a time to talk to us about creating an integrated multichannel campaign creating a positive customer experience and bringing your prospects all the way to a sale. CMO Priorities for the marketing organization

Source: “Redefining Markets: Insights from the C-Suite Study” (IBM, 2016)