The Changing Role of the CMO

February 16, 2017

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Welcome to Customer Insights, a weekly digest of the most important stories about online reviews, customer feedback, and customer experience. This week: Blake Morgan interviews SAP CMO Maggie Chan Jones about the evolving role of the CMO.

The Changing Role of the CMO

Last week we talked about how CMOs can win over customers (and CEOs) this year in three ways, according to Mike Sands at Marketing Land.

This week brings more CMO related news: Technology is changing the role of the CMO, CMO of global software company SAP Maggie Chan Jones told customer experience writer Blake Morgan.

“Today, what customers are looking for is that personalized, contextualized experience and how marketers can relate those messages and translate that experience is very important,” Jones says.

This means that getting customer data in real time is important for customer engagement and trust. The buying process is not as simple as it once was. It now involves keeping the customer’s interest no matter where they are in the customer journey.

“The consumer trends are changing so rapidly. If you’re not getting the data in real-time, by the time you get the data a few months later – being able to come up with a new campaign – that trend may have already shifted.”

It also means making sure you stay focused on one goal, which is to create a positive and personal customer experience.

“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can tell 6,000.”  – Jeff Bezos, founder and CEO of Amazon. 

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