Newsletters
News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Click for more information, or
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Communications
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Who
Who's Best To Manage 'Voice of the Customer'?

By Jennifer LeClaire
May 23, 2013 9:37AM

    Bookmark and Share
Businesses of all sizes need to proactively understand and manage their customers' experience. That means somebody needs to step up. Some suggest a Chief Customer Officer should take charge. Currently, the CMO is considered to represent the voice of the customer at 18 percent of organizations, trailing the head of sales at 31 percent.
 



Over the next three years, global organizations will make understanding and interacting with the customer their top priority. So says a recent study conducted by the Intelligence Unit of The Economist newsmagazine.

But the study -- called "Voice of the Customer: Whose Job Is It, Anyway?" -- shows a disconnect. Only 56 percent of respondents to the survey believe their companies clearly understand the customer today.

Here's the issue: Many companies find it challenging to restructure their businesses around the customer because businesses traditionally have been organized around product lines or geographic territories. In fact, only six in 10 people surveyed currently view their companies as customer-centric, and only just over half report a clear understanding of customers' tastes and needs.

Who's Job Is It?

Still, customer experience management is climbing higher on the priority list. So whose responsibility will it be to champion the voice of the customer within the organization? And what new skills and capabilities will they need in order to restructure around the customer instead of products?

Enterprises need to get on the same page in order to move forward effectively. Nearly one quarter of the Chief Marketing Officers surveyed want a Chief Customer Officer to take responsibility. Another quarter of the CMOs see the onus on themselves. Currently, the CMO is considered to represent the voice of the customer at just 18 percent of organizations, trailing the head of sales at 31 percent.

Obstacles for the CMO include the diversity of the CMOs' current obligations, few of which are currently customer-facing functions. Regardless, the survey concludes, whoever aspires to represent the voice of the customer must draw on customer insights to create an exceptional customer experience that spans all physical and digital channels. The key to the CMO delivering on an organizations' evolving customer-centric mandate may lie in the rise of web, social and mobile channels that are poised to take on greater significance in customer engagement.

"A growing shift to digital marketing also provides a rich foundation for data-driven customer insight," says Wilson Raj, who serves as the Global Customer Intelligence Director for SAS, the analytics-software company that sponsored the survey. "CMOs are in a prime position to be champions for the voice of the customer -- if they shore up digital and customer analytics skills across the marketing organization."

Indeed, the survey shows that over the next three years, social media and mobile channels will eclipse e-mail and the corporate Web sites for customer engagement. Few organizations, however, are currently leveraging emerging social and mobile media effectively to reach customers. While social media is predicted to become the second most important channel for customer communication, face-to-face interactions will still remain the most important customer engagement channel. (continued...)

1  |  2  |  Next Page >

 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Communications
1.   Call Center Training: Tips for Success
2.   Avaya Pressing Hard on Cloud-Based UC
3.   Verizon Boosts FiOS Upload Speeds
4.   Bell Labs Pushes Copper to 10 Gbps
5.   Silent Circle Offers Roam-Free Plan


advertisement
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 

Enterprise Hardware Spotlight
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 

Mobile Technology Spotlight
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 
Is the Amazon Fire Phone a Winner?
A late entry into a packed category of smartphones, Amazon's Fire phone offers a variety of unique features. Now, the reviewers are assessing if they're enough to make the phone stand out.
 
Review: Amazon Fire Offers New Ways To Use Phones
The Fire phone uses Android, but Amazon has modified it to the point that it's barely recognizable. That means the phone offers new ways to navigate, discover and, of course, shop.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.