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The CMO Club Survey, in Partnership With Neolane, Indicates CMOs Are Leading the Customer Experience Within Organizations but

The CMO Club Survey, in Partnership With Neolane, Indicates CMOs Are Leading 
the Customer Experience Within Organizations but Are Not
Fully Equipped for Success 
Results Showed That 90 Percent of CMOs Are Personally Responsible for
the Overall Customer Experience for Their Brand; However Only a Small
Percent Actually Own the Customer P&L 
NEWTON, MA -- (Marketwired) -- 06/19/13 --  Conversational marketing
technology provider Neolane, Inc. today announced the results of a
joint survey with the CMO Club, an organization that brings Chief
Marketing Officers (CMOs) together in an environment of openness and
collaboration to solve CMO challenges. Overall, the findings suggest
that CMOs are not fully equipped to be customer experience leaders
within their organizations. The recent survey polled more than 200
heads of marketing from The CMO Club's global member base and
represents a number of industries, including consumer goods, retail,
media and entertainment, travel and hospitality, healthcare,
financial services, B2B high tech, energy and legal. 
The survey showed that 90 percent of CMOs are personally responsible
for the overall customer experience for their brand. However, only 11
percent actually own the customer profit and loss (P&L) results.
Moreover, results showed that CMOs at one billion dollar-plus
companies rely less on financial key performance indicators (KPIs),
such as revenue increase, retention rate and stock price, to measure
the customer experience, compared to their counterparts at sub-one
billion companies.  
"The number one challenge shared by CMOs is the changing role of
marketing and to the ability to impact and lead the brands engagement
with customers and overall customer experience. In our study we were
surprised that only 11 percent have P&L responsibility," said Pete
Krainik, Founder and CEO, The CMO Club. "This lack of financial
responsibility is likely hindering the CMOs credibility with their
CEOs and boards. It also raises questions on the ability of many
organizations to directly tie improved customer experience to
profitable growth." 
When asked, "which of the following are obstacles in delivering a
positive customer experience?" CMOs responded:  


 
--  51 percent cited missing processes and accountability as an obstacle
--  42 percent cited organizational silos as an obstacle
--  42 percent cited incomplete, inaccurate or missing data as an obstacle
--  34 percent cited change management or cultural issues as an obstacle
--  30 percent cited unable to personalize experience in real-time as an
    obstacle

  
Further, when posed the question, "what are the three most essential
tools marketers need to deliver the best customer experience today?"
CMOs responded that customer interaction management, defined as
"real-time management and presentation of consistent offers and
messages across channels," ranked as the most essential tool at 39
percent. CRM solutions (37 percent) and loyalty management (35
percent) were cited as the second and third most essential tools for
CMOs.  
CMOs also rated their competence on leveraging these essential
marketing tools. Excluding the traditional CRM solutions, CMOs are
less competent with three out of four of the most essential customer
experience tools -- interaction management, predictive analytics and
loyalty management. Results showed that CMOs at one billion dollar
plus companies are even less competent, across every category. 
"With consumer expectations rising, there is a greater need to
deliver a relevant, personalized experience," said Stephan Dietrich,
president, Neolane, Inc. "The data showed that real-time support of
personalized, cross-channel interactions is critical for CMOs to
ensure the optimal customer experience. Unfortunately, CMOs are not
highly competent in leveraging the most essential tools. It's
critical that CMOs embrace these technologies and begin to understand
how they can drive significant customer experience improvements for
their brand." 
For the complete survey, down Research Brief: CMO Impact on Customer
Experience eBook here:
www.neolane.com/usa/resources/CMO-Survey-Report/cmo-club-survey-results. 
To learn more about Neolane, follow us on Twitter @neolane. 
About The CMO Club 
 The unique purpose of the CMO Club is to bring
Chief Marketing Officers together in an environment of openness and
collaboration that enables them to excel at what they do and solve
their biggest CMO challenges. Tailored exclusively for the benefit of
top marketing executives, the CMO Club hosts dinners and events,
shares reports and research from marketing industry leaders, and
leverages the first online engaged CMO community network.  
The CMO Club was founded in 2007 by a seasoned marketing executive,
Pete Krainik. It currently has over 800 members, who share ideas and
serve as a resource for CMO career opportunities and deals. The CMO
Club's focus is to help CMOs participate in the world's best CMO
conversations.  
For more information, visit http://www.thecmoclub.com/.  
About Neolane
 Neolane provides the only conversational marketing
technology that empowers organizations to build and sustain
one-to-one lifetime dialogues, dramatically increasing revenue and
marketing efficiency. Born digital, with best-in-class email and
inbound-outbound channel fusion capabilities architected into a
single code-based platform, marketers achieve results in record time.
Neolane is easy to use for both power and casual users, but powerful
enough to drive the most sophisticated marketing strategies. Future
proof, Neolane has a track record of enabling its customers to adapt
to new customer engagement challenges and exploit opportunities more
quickly than their competition. Neolane is used by more than 400 of
the world's leading companies including Alcatel Lucent,
barnesandnoble.com, Sears Canada, Sephora Europe and Sony Music.
Visit www.neolane.com and read our blog The Cross-Channel
Conversation. 
Copyright Copyright 2013 Neolane. All Rights Reserved. All other
brand names, product names, or trademarks belong to their respective
holders. 
Media Contact: 
Kyla Ruane 
PAN Communications for Neolane 
Phone: + 1 617-502-4300
Email: neolane@pancomm.com 
 
 
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