Enhancing Customer Experience To Maximise Marketing Dollars

Given the growing need for organisations to deliver differentiated customer experience, improve marketing spend Return On Investment (ROI) and battle competition from newer technology incumbents, Chief Marketing Officers (CMOs) today are under increasing pressure.

In order to tackle this pressure, organisations are moving away from siloed Systems of Transaction and towards contextual Systems of Engagement. Based on our ongoing tracking of the market and thousands of yearly CMO enquiries (of the total 10,000) which we handle, Greyhound Research believes these new systems are expected to help marketers manage experiences on non-traditional customer touch points like mobile devices, application marketplaces and online communities.

A Greyhound Research independent study titled, Emerging Markets CMO Priorities 2016, confirms this change. Over 72% CMOs in the Asia Pacific Japan (APJ) region stated leveraging digital marketing for customer engagement as their top priority…

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