News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Build Apps 5x Faster
For Half the Cost Enterprise Cloud Computing
On Force.com
You are here: Home / Communications / Voice of the Customer Needs a Boss
DDoS Protection Powered By Verisign
Who's Best To Manage 'Voice of the Customer'?
Who's Best To Manage 'Voice of the Customer'?
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
MAY
23
2013


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:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
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.
MORE IN COMMUNICATIONS
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dairy Queen Latest Retailer To Report Hack
Known for its hot fries and soft-serve ice cream, Dairy Queen just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
 
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
 
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 

Enterprise Hardware Spotlight
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
 
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
 
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 

Mobile Technology Spotlight
iWatch Watch: What Will Apple Ask Us To Wear?
There are still more questions than answers when it comes to details about the smart watch Apple seems poised to debut on Sept. 9. In fact, nobody seems completely sure that it will be a smart watch at all.
 
Samsung Maps Its Way with Nokia's 'Here' App for Galaxy Phones
Korean electronics giant Samsung has opted to license Here, Nokia’s mapping app -- formerly known as Nokia Maps -- for its Tizen-powered smart devices and Samsung Gear S wearable.
 
Google Successfully Tests Its Own Delivery Drone
While top technology companies are engaged in an "arms race" to develop drones that can quickly deliver goods to anyone anywhere, Google has revealed it successfully tested its own version.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | 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.