Program Overview

Increase Brand Attraction by Upgrading Ownership Satisfaction

The Internet of Things, ubiquitous mobile connectivity, and new Big Data applications are poised to digitally revolutionize and elevate the experience of owning, operating, maintaining, troubleshooting and repairing durable goods sourced from leading manufacturers supported by their retail and aftermarket service partners. This ecosystem includes makers and sellers of home appliances (white and brown goods), office products, computer hardware, machinery, power tools, engines, consumer electronics, maintenance equipment, as well as gardening, boating/recreational and auto aftermarket products.

Under the auspices of its Customer Experience Board, the CMO Council is inviting industry bodies, manufacturers, retailers and consumer rights advocates to participate in a major initiative to “Elevate What Consumers Appreciate: Increase Brand Attraction By Upgrading Ownership Satisfaction.” This will be done through:

• Asessments of a brand’s product ownership experience by third-parties
• Industry survey of aftermarket service innovations and commitments
• CMO Council member interaction around “best practices”
• Customer engagement on aftermarket service pain and strain
• Social media insights and analytics on tonality and sentiment of consumer commentary

Additional insights will also be invited from domain experts, solution providers, consultants, publishers, management consultants and benchmarking groups, such as the American Customer Satisfaction Index, J.D. Power, Consumers Union, TWICE, and many others.

The CMO Council’s global membership of 13,500-plus senior marketers control more than $500 billion of annual, aggregated marketing spend globally. Members are highly qualified strategic decision makers and are drawn from a cross-section of public and private sectors, including leading manufacturers of consumer durables, household goods, automobiles, RVs, boats, electronics, office equipment, machinery, and other parts-intensive products.

Product Ownership Experience Assessment

What Is Your Product Ownership Experience?

Easy, simplified and omni-channel access to satisfying aftermarket product information, replacement parts, service and support is essential to the customer experience. Especially in the durable goods industries, it plays a pivotal role in defining your brand and increasing customer loyalty, repeat business, and positive word of mouth. Here’s how you can benchmark your aftermarket effectiveness. Read More >