CMOs often have to carry a variety of responsibilities on their shoulders—from data analysis to digital marketing to mapping out the customer experience and more. Juggling it all can often be a challenge, especially when marketing successes are on the line. Fortunately, over the last couple of weeks, several of our CMO.com contributors have discussed some priorities for CMOs.
Markus Hohl, the London CEO of Hellon, called attention to an often overlooked element of customer-centricity: empathy. Much of the talk around improving the customer experience focuses on digital transformation and the design of customer experiences, which are definitely important. Hohl encourages companies to adopt corporate empathy to better understand the customer’s unique perspective. Hohl doesn’t just challenge companies to adopt empathy, he also gives some specific strategies for moving in that direction.
Mike Regnier, CCO for the Yorkshire Building Society, shared the importance of the chief customer officer (CCO) in a company. The CCO focuses on the customer experience, which is especially important because companies are having to “compete on the quality of the customer experience they offer.” Chris Duncan, CCO at News U.K., shares the view that the role of the CCO is about “making the right bets around where the audience is that we need to serve and the choices we need to make to reach them.”
Thomas Barta, CMO leadership thought leader, keynote speaker, and author, shared some insights on the priorities CMOs should adopt. Barta paints a picture of the life of the executive who has never “had to deal with so many priorities, tasks, deadlines, and, most prominently, emails.” With so many responsibilities, it’s important to set priorities, and Barta walks CMOs through some helpful steps for prioritising their time.
Bill Muller, CMO of Visual IQ, dove into the priority of CMOs to measure their brand marketing efforts. CMOs need to be able to provide ample evidence of the impact of their brand marketing efforts to their C‑level colleagues. Muller outlines some important steps for determining a brand’s engagement score. This gives CMOs greater control over their branding efforts, as well as a better idea of what direction to go in next.
David Sealey, head of Digital Consulting at CACI, discussed the priority CMOs should have to keep conversations with individuals going in the midst of major campaigns. Everyone realises that a conversation with a small group of people can be a challenge. For marketers, the challenge is amplified when one campaign might reach millions of people. Sealey shared that personalisation at scale is the key to maintaining these conversations. He challenges marketers to start small and focus on key points along the customer journey that are likely to make the biggest difference to customers.
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