LONDON, ENGLAND, October 24, 2013 /24-7PressRelease/
-- According to a recent report from Neolane and The CMO Club, CMOs ranked customer interaction management (39%) as the most essential tool to deliver excellent customer service, followed by CRM solutions (37%) and loyalty management (35%). However, the study shows that CMOs are less competent with the most important tools. Furthermore, CMOs at $1 billion-plus companies are even less competent in every category (neolane.com, marketingcharts.com). Franck Benachour
, Managing Director of La Dominion Acquisitions
says: "If businesses want to remain competitive, this has to change. CMOs play an important role in delivering quality service and therefore they need to be equipped with the relevant skills and tools in order to drive customer satisfaction, loyalty and sales."
Neolane and The CMO Club surveyed more than 200 heads of marketing in a wide range of industries (neolane.com). As the most crucial tool, customer interaction management needs to achieve real-time management and presentation of consistent offers and messages across all channels (marketingcharts.com). "It is all about consistency," says Franck Benachour of La Dominion Acquisitions. "Businesses need to keep up a constant communication with their customers and be reached throughout different channels. This is to guarantee a personalised experience, build relationships and hence loyalty. The better CMOs understand their customers the more specific their marketing campaigns can be and result in increased retention," explains Franck Benachour.
The number one challenge shared by CMOs, finds Founder and CEO of The CMO Club Pete Krainik, is the changing role of marketing from campaigns and brand messaging to the ability to impact and lead a brand's overall customer experience (neolane.com). In order to get there, business owners need to assure that their CMOs have developed the relevant skills and drive customer interaction management. The study reveals that CMOs do not feel competent using the tools they feel are most essential. On a five-point scale, participants rate their competence with interaction management at 3.12. In addition to that, CMOs are less confident with other important tools such as predictive analytics with a rating of 3.1 and loyalty management with 3.08 (marketingcharts.com).
La Dominion Acquisitions is a direct sales and marketing
firm based in London. Managing Director Franck Benachour summarises that only businesses that empower their CMOs to take the necessary steps to increase customer interaction throughout all channels have a chance to keep up with customer expectations and enhance business growth. La Dominion Acquisitions specialise in face-to-face marketing and raise brand awareness on their clients' behalf. Through this specific direct marketing channel, the firm concentrate on building lasting relationships with consumers and have increased their clients' customer retention, brand loyalty, sales and their ROI. In the coming months, La Dominion Acquisitions are planning to expand into further markets.
http://www.neolane.com/usa/resources/CMO-Survey-Report/cmo-club-survey-resultsLa Dominon Acquisitions is an outsourced sales and marketing firm in London. Follow them on Twitter for more business news @LaDominionAcq.