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Feb 2018 - Conference: Tech Supplier - Doc # DR2018_T4_KS

Leading Customer Experience When You Don't Own It All

By: Kathleen SchaubProgram Vice President, CMO Advisory & Customer Experience

Abstract

These event proceedings were presented at the IDC Directions conferences in Santa Clara and Boston in February and March 2018.

The number 1 objective that enterprises give for embarking on a digital transformation is to "improve our customers' experience with new engagement models," according to a 2017 IDC global study. This response will come as no surprise to CMOs. Marketing has been blazing this trail for more than a decade. In most companies, the CMO has the best resume for leadership in this pivotal area and a high percentage of marketing leaders believe they should lead. Yet another IDC study finds that fewer than 10% of U.S. companies with customer experience initiatives accept that it is primarily a marketing effort and few have put the CMO in charge. Why? Kathleen Schaub shares new data about the customer experience readiness of the marketing organization and insights for leaders who want to drive progress in this compelling cross-company strategy.


Coverage