9 in 10 CMOs say they are personally responsible for the overall customer experience for their brand, according to a recent report from Neolane and The CMO Club. So what kind of tools will help them with that task? Asked the 3 most essential ones marketers need to delivery the best customer experience today, a leading 39% chose interaction management, defined as “real-time management and presentation of consistent offers and messages across channels.” Following were CRM solutions (37%) and loyalty management (35%), though priorities differed by industry.
For example, healthcare and financial services CMOs pointed to a central data warehouse (60%) as their most essential tool, while email marketing (48%) was tops among retail CMOs. Loyalty management is considered most essential by media and entertainment and energy CMOs, while campaign management gets the nod from B2B high tech CMOs. Read the rest at MarketingCharts.