The following is the Customer experience transformation Report From Merkle recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.
Merkle released the “customer experience transformation report” to understand who is responsible for the results of the digital transformation to customers.
Of the more than 800 U.S. and U.K. respondents in charge of marketing, it, or marketing technology, 63% passed the responsibility and obligation of customer experience (Cx) transformation to the chief marketing officer or vice president of marketing. Another 56% thought it was the responsibility of the Chief Information Officer (CIO), while 51% thought it was the responsibility of the chief digital officer.
However, when responding to departments, there seems to be some disagreement on the allocation of responsibilities for digital transformation. About 73% of marketing respondents said that CMO / VP of marketing is responsible for Cx transformation, compared with 63% in marketing technology and 54% in it.
Similarly, more it respondents (68%) believed that CIOs should be responsible for the customer-oriented digital transformation than Marketers (50%) and those working in marketing technology (49%). Although the differentiation is not obvious for the respondents who agree that the chief digital officer controls CX transformation, compared with marketing personnel (51%) or IT personnel (49%), more marketing technology respondents (54%) think so.
The consistency of KPI and index is low
Merkle’s report also highlighted the issue of teamwork, and respondents did not align with core KPIs or indicators as they hoped. Only about half of the respondents (50% in the US; 47% in the UK) reported that teams worked together on a set of core KPIs. About a third of the respondents (33% in the US; 35% in the UK) said each team used its own KPI.
Similarly, less than half of the respondents (47% in the United States; 46% in the United Kingdom) thought that they had a clear definition of each indicator, and about a third of the respondents (35% in the United States; 33% in the United Kingdom) said that there were multiple definitions of the same indicator within the organization.
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