Observed Signal · Aug 17, 2022 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
80% of Marketers Now Lead Customer Experience, Salesforce Says
An editorial from CMSWire explores how chief marketing officers can adapt to their expanding role as leaders of customer experience. Citing Salesforce's State of Marketing report, the article notes that 80% of marketers are now responsible for CX initiatives across their enterprises. It also references Harvard Business Review Analytic Services data showing 58% of executives ranked improving customer experience as a top priority for 2021-2022. Author Chris Johnson, CEO of Experience Dynamic, outlines five recommendations: make CX a leadership priority, treat employee engagement as part of CX, leverage customer research and first-party data, consolidate data for actionable insights, and close experience gaps through personalization and machine-learning clustering based on customer lifetime value. The piece argues marketers are best positioned to own CX because they understand customer data and communication, but warns that success requires cross-departmental alignment and data sharing.
Provides data-backed analysis on CMOs taking over customer experience leadership; relevant to MarTech and CX strategy but not a breaking industry event.
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Key Takeaways & Evidence Grounding
- Salesforce's State of Marketing report found 80% of marketers are now in charge of CX initiatives across the enterprise.
- Harvard Business Review Analytic Services found 58% of business executives placed improving customer experience as a top priority for 2021-2022.
- The article recommends CMOs consolidate customer data and use machine-learning clustering based on lifetime value to identify key customers.
- The article was authored by Chris Johnson, CEO of Experience Dynamic, and published on CMSWire on Aug 17, 2022.
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