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...
APC Free White Paper
Optimize your network investment &
Enter to win a Samsung Galaxy Note

www.apc.com
Communications
24/7/365 Network Uptime!
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:



APC has an established a reputation for solid products that virtually pay for themselves upon installation. Who has time to spend worrying about system downtime? APC makes it easy for you to focus on business growth instead of business downtime with reliable data center systems and IT solutions. Learn more here.


 Communications
1.   FTC Wants Fix for Mobile Cramming
2.   Call Center Training: Tips for Success
3.   Avaya Pressing Hard on Cloud-Based UC
4.   Verizon Boosts FiOS Upload Speeds
5.   Bell Labs Pushes Copper to 10 Gbps


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

Network Security Spotlight
Canadian Government Charges China With Cyberattack
The government of Canada is not happy with China. Canadian officials have accused "a highly sophisticated Chinese state-sponsored actor" of launching a cyberattack on its National Research Council.
 
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.
 

Enterprise Hardware Spotlight
Apple Updates MacBook Pros, Cuts Prices Up to $100
The popular MacBook Pro laptop line just got an update and a price cut of as much as $100. The MacBook Pro with Retina display now includes faster processors and double the memory.
 
Dell, BlackBerry Not Sweating Apple-IBM Alliance
IBM's recent move to partner with Apple to sell iPhones and iPads loaded with corporate applications has excited investors in both companies, but two rivals say they are unperturbed for now.
 
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 

Mobile Technology Spotlight
Virgin Mobile Offers Custom Smartphone Plans
As the wireless carrier wars continue heating up, Virgin Mobile just threw the customization coal onto the fire. The firm has debuted a no-annual-contract plan with rates based on individual use.
 
Collaboration Provider Asana Revamps Mobile App
Asana, a collaboration software provider started by a Facebook founder, is now out with a rebuilt native iOS mobile app. It replaces one that even the company admits was not up to par.
 
Facebook: You Will Use Messenger, and You Will Like It
Starting this week, Facebook users with Android and iOS phones will be forced to use the separate Messenger app to send Facebook messages. Pending messages will still be visible in the main app.
 

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.