Program Details

Profitability from Customer Affinity

A research initiative to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity.

Sponsors and Partners:

Sponsors and Partners:

Overview

Profitability from Customer Affinity is a milestone research initiative launching in March 2007, to determine what drives customer affinity, advocacy and attachment and how brands in the BtoB technology space stack up in rankings of customer equity. The initiative is designed to help members of the technology industry better understand how to improve return on account and customer relationships.

The tech sector is uniquely challenged to cultivate, sustain, and optimize long-term, high-value relationships that are both profitable and mutually satisfying. The complexities, costs, and risks of large-scale implementations, business critical deployments, and transformational outsourcing engagements frequently pressure procurement partnerships. Addressing and satisfying the multiplicity of internal customer constituencies is both daunting and unpredictable. Given the importance and value of these complex relationships, effectiveness in achieving a better return on strategic account relationships will be a key determinant of business performance in the years ahead.

Research: Survey & Reports

Report

Variance in Customer Experience

Seeking to measure the consistencies and disconnections in customer experience, the CMO Council set out to audit and catalog the Variance in Customer Experience across 25 major brands. The program was designed to identify limitations, liabilities and lost opportunities when companies do not enforce brand guidelines, control digital assets, and harmonize content origination and delivery channels worldwide.The final result is a comprehensive audit of individual channels of content delivers, along with an overall ranking that aggregates all touch points to create one final score that assesses the More