Program Overview

A Look Into How Today’s Marketing Leaders Are Driving Business Performance Across the Customer-Centric Enterprise

Customer influence, voice and power are increasing, fueled by digital channels that can carry the voice of customer far from the comfortable controls of yesterday’s largely bi-directional push-and-pull marketing strategies. According to Forrester, 73 percent of customers trust recommendations from friends and family, but only 19 percent trust direct mail sent from companies they already know and do business with. To stay connected to these trusted networks, customers have placed even higher expectations on digitally connected experiences, assuming that channels of interaction and transaction will be available when and where the customer chooses. 

The CMO Council partnered with SAP to champion an executive-level conversation focused on the success of the modern customer-centric enterprise. As today’s organizations strive for customer centricity as a key differentiator and business performance optimizer, far too many organizations fail to fully embrace the need to transform its people, platforms and processes to become truly customer-intuitive organizations. This thought leadership initiative—dubbed “Mastering Adaptive Customer Engagements: Driving Business Performance Across the Customer-Centric Enterprise”—included audits and assessments around customer centricity, as well as a roadmap for embracing the journey toward developing a more connected and engaged customer experience model that can be embraced across the enterprise on an operational, cultural, organizational and IT structural level.