Program Overview
Data-Driven Decisioning Powers CX Forward
Data Deliverance Drives Toward Ideal CX for Customers, Employees
The CMO Council, in partnership with Hux by Deloitte Digital, is undertaking research into the key criteria for achieving ideal CX. The program will audit and assess how marketers view customer data’s role in both externally and internally facing CX strategies.
Specifically, the CMO Council will look at the development of aspects that relate to CX, such as customer data management and governance, analysis and reporting, and AI and machine learning. Research will also cover challenges on the road to ideal CX, such as siloed data, unclear strategy, and lacking the right skill sets and technology.
The goal is to understand marketing’s current maturity in leveraging data and progressing toward ideal CX, as well as how marketing leaders can close the gaps and accelerate their capabilities
background
“Ideal CX” is an urgent area of strategic focus and competitive advantage for marketers actively engaging customers and employees in a digital-first environment. Spurred by the pandemic, the race is on to leverage data to inform and deliver a personalized digital experience that delights people, calms anxieties, engenders trust, adapts to behavioral and market changes, and converts customers.
Research Focus
Topics to be addressed and explored include:
- Timeline to get to ideal CX for customers and employees
- Omnichannel CX
- Data acquisition, governance and measurement
- Real-time reporting capabilities
- Insights from advanced analytics
- Required skill sets
- Collaboration across the organization
- Current state of AI/ML capabilities
Sponsors
Research: Survey & Reports
Interviews
POINT OF VIEWS
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Curated Facts & Stats
Jan 2024
The increasing prevalence of AI-generated information is likely to drive a significant change in how consumers seek out information. Traditional search engines like Google may see a decline in user traffic as consumers pivot more and more toward embracing AI tools such as ChatGPT to answer their questions. This shift signifies a growing trust in artificial intelligence to curate and deliver relevant content.
Source: WSI WorldJan 2024
In 2024, the continual rise of smart speakers and voice assistants will reshape how businesses prioritize voice search optimization. A game changer on the horizon is the concept of Search Generative Experience (SGE). This shift will enable a seamless exchange of information, allowing users to engage in natural conversations with search engines as if they were interacting with a knowledgeable assistant.
Source: WSI WorldJan 2024
The Rise Of Intelligent Machines: In 2024, artificial intelligence (AI) is a part of everyday life and virtually no industry or aspect of our lives is untouched by it. In truth, no one knows where the AI revolution will take us as a society or as a species, but our actions in 2024 will be critical to setting us on a path that leads to a happy outcome.
Source: Bernard Marr/ForbesJan 2024
The gap between generations in terms of wealth and property ownership will continue to drive global and social change in 2024. According to research conducted in 2023, the median wealth of millennials (born early eighties to late nineties) is less than half that of baby boomers (born mid-fifties to mid-sixties) at the same age.
Source: Bernard Marr/ForbesJan 2024
Macroeconomic trends, first-party data and the influence of artificial intelligence will all be instrumental for marketers next year.
Source: Marketing WeekJan 2024
The relevance of artificial intelligence (AI) in digital marketing is growing. According to McKinsey, generative AI’s impact on productivity could add trillions of dollars in value to the global economy. In 2024, marketers should make use of AI-powered technologies to optimise performance.
Source: Marketing WeekJan 2024
With constant change in the marketing, media, and tech landscape, it’s nearly impossible for CMOs to keep up with what the job demands. And let’s add the inherent misalignment between the CEO and CMO around customer obsession to the list of stressors. The good news? CMOs who show up as strategic business leaders don’t just drive results but are viable CEO successors.
Source: ForresterAug 2023