86% of CMOs say marketing will own the customer experience by 2020

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Senior marketers believe that they will have responsibility for customer experience management at most enterprises by the end of the decade, according to new research by the Economist Intelligence Unit (EIU) and Marketo. In its report The path to 2020: Marketers seize the customer experience, EIU questioned 499 CMOs and senior marketing executives from large enterprises around the globe. 

The vast majority - 86% - of survey respondents say marketing will own the customer experience by 2020, as they believe that taking responsibility for generating a personalised, efficient and consistent customer experience will help their organisations drive customer loyalty and brand value. 

Survey respondents cited raising customer loyalty and brand perception as the top benefits they aim to realise through a more positive customer experience. However, they also acknowledge that being responsible for customer experience management in their organisations will create challenges for them going forward. 

In particular, senior marketers noted that the main objective will be to achieve a single view of the customer that will allow them to engage in two-way, personalised conversations across devices, channels, locations and physical objects.

In other findings, survey respondents believe that the top channels to market to customers by 2020 will be social media (63%), the internet (53%), mobile apps (47%) and mobile web (46%).

About Neil Davey


Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 15 years, including Internet Works, CXO magazine and Business Management. He joined Sift Media in 2007.


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07th Apr 2016 09:44

Hi Neil, you don't state if marketing having ownership of CX is a good thing. I have my doubts.

Thanks John

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to EJohn Morris
07th Apr 2016 14:44

That's the big question, isn't it! Who do you think should have ownership of the customer experience if not the marketing department? There are certainly increasing instances of organisations appointing chief experience officers or chief customer officers.

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to Neil Davey
12th Apr 2016 16:56

I intent to agree with Neil Davey.

I think that if we look at another field that restructure the responsibilities hierarchy many times and is much more mature in that sense I think that we will get a much more clear vision about who will control the CX.

If we look at the software development process, we will see that the marketing department containing the PMO’s that managing and controlling the UX / UX designers.

So I think that in that sense the same flow will eventually seep into the low-tech companies and the marketing department should control the CX as a part of bigger picture of the company future Vision.

Thanks (1)
15th Apr 2016 07:04

Hi Neil, to successfully manage the customer experience, CMOs will need to ensure that they bring together skills from across the business, as it goes beyond loyalty and brand value. A good way to achieve this is by creating customer hubs – multi-disciplinary teams that bring together the right skills to quickly deliver the right experience. More on customer hubs in this post at http://www.eptica.com/blog/what-customer-hub-and-why-do-you-need-one

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