注册 登录  
 加关注
   显示下一条  |  关闭
温馨提示!由于新浪微博认证机制调整,您的新浪微博帐号绑定已过期,请重新绑定!立即重新绑定新浪微博》  |  关闭

一粒沙

(聚精华于此,赏众家之长)

 
 
 

日志

 
 

谁最了解消费者?  

2013-06-27 10:10:19|  分类: 经营 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

【谁最了解消费者】据经济学人的最新报告,仅有60%的商业领袖将自己的公司视为以消费者为中心的,只有56%的高管对消费者的口味和需求有清晰的了解。这份针对商业公司高管的全球调查显示,仅19%的市场总监能在消费者和营销目标之间起到很好的联接和领导的作用。

消费者

【最需重视的营销领域】高管们心目中能获得最佳回报的营销投入依次是:客户分析(41%的受访者提到)、客户关系管理(38%)、社交媒体(29%)、手机app开发(22%)、品牌广告(22%)、声誉管理(21%)、培训员工(21%)、直销(20%)、营销自动化工具(19%)、合作工具(18%)、新雇员(16%)、网络优化工具(9%)。

【市场总监最重要的技能】(1)消费者视野,(2)数据导向的分析能力,(3)沟通能力,(4)商业触觉,(5)创造力,(6)社交媒体经验。这是经济学人一项对全球商业高管的调查,商业公司高管们所认为市场总监最重要的能力组成。

【如何真正建立“以客户为中心”的战略】(1)从所有的数字和非数字渠道获取信息。(2)用多样化渠道追踪顾客参与度,以更好的理解360度顾客体验。(3)在整个组织中进行“以顾客为中心”的培训,重视数据分析能力。(4)市场总监要坚信所有的技能都是为了建构信誉,并将这种态度扩散到整个组织当中。(5)真正的“以顾客为中心”,需要组织中每个成员的参与。

Who Knows The Customer Best?

According to a recent report from the Economist Intelligence Unit, reported by Marketing Profs, only six in ten senior business leaders view their companies as customer-centric, and only 56% report a clear understanding of customers' tastes and needs. The report, based on a survey of global marketing and non-marketing executives, highlights a disconnect among leaders regarding whose responsibility it is to make understanding and interacting with the customer their top priority.

The C-suite’s high expectations of the CMO to meet the significant challenges of the new era of marketing and increase revenue, leave the CMO little time to focus on the customer. In fact, only 19% of CMOs play a leading role in connecting customer-facing functions, a key step in the journey to customer-centricity.  21% of the respondents believe it is a shared responsibility across multiple roles. A plurality, however, believe the CMO should represent the “voice of the customer.”

Nearly one-quarter of chief marketing officers surveyed want a chief customer officer to take responsibility for being the voice of the customer, whereas another quarter see the task as their own. Currently, the CMO is considered the voice of the customer at 18% of organizations, trailing the head of sales.

Executives agree that the CMO is uniquely positioned to drive a customer-led strategy. Steve Cannon, CEO of Mercedes-Benz USA, says... “If the CMO is not at the forefront of the customer experience, where else will you find it inside your organization?... the CMO role brings together the customer, the brand and the product... there is no more essential intersection in any business...”

Current VOC and Who They Think VOC Should Be

% of Respondents

Current  PositionIs VOCShould Be VOC
Head of Sales31%17%
Shared across multiple disciplines2123
CMO1828
Chief Customer Officer1213
Board member87
CEO85
Chief Strategy Officer36
Source: SAS/Economist Intelligence Unit, June 2013

According to the report, CMOs may be struggling to champion the customer because they already have a large set of responsibilities, including overseeing traditional marketing functions such as advertising, brand marketing, product marketing, and communications. CMOs are also broadly expected by C-suite leaders to increase revenue, add new customers, and improve their organizations' reputations.

Marketing Top Function Should Be...
Function priority% of Respondents Say “Should Be...”
Driving revenue growth

30%

Finding new customers

17

Improving organization reputation

16

Creating new products and services

13

Entering new markets

13

Retaining customers

10

Source: SAS/Economist Intelligence Unit, June 2013

The rise of the Web, big data, social media, and mobile have added complexity to the already challenging CMO role, but those changes may also be providing senior marketers with the responsibilities and skills needed to deliver on customer-centric mandates, according to the report.

Asked "What areas should marketing focus investments in order to contribute most to your business in three years?" survey respondents listed customer analytics as the most important, followed by customer relationship management, and social media.

Perceived Need for Marketing Focus Investments For Best 3-Year Contributions
Marketing Area% of Respondents
Customer analytics

41%

Customer relationship management

38

Social Media

29

Mobile app development

22

Brand advertising

22

Reputation management

21

Training employees

21

Direct marketing

20

Marketing automation tools

19

Collaboration tools

18

New hires

16

Web optimization tools

9

Source: SAS/Economist Intelligence Unit, June 2013

An increasing emphasis on digital marketing requires a broader combination of quantitative and qualitative skills across the entire marketing organization, says the report, from the CMO on down. Customer insight, data-driven analytical capabilities and social media expertise are among the CMO skills that respondents say are becoming increasingly important. These and other technical skills are critical because they help CMOs justify marketing investment based on facts, not assumption, enabling them to build credibility throughout the organization.

When asked to rank the growing/declining importance of various CMO skills, survey respondents listed customer insight, data-driven analytical capabilities, and social media expertise among those gaining most in value.

Importance of Skills Needed By CMO
SkillSignificantly IncreasingIncreasingDecreasing/ Significantly Decreasing
Advertising/Agency Experience

6%

33%

28%

Technical expertise

11

29

20

Team building

22

41

8

Communications  expertise

24

45

4

Creativity

17

40

12

Data-driven analytics capability

25

36

10

Customer insight

28

36

6

Industry expertise

14

38

11

Line of business knowledge

12

36

10

General business acumen

18

36

9

Pattern recognition

10

31

10

Social media experience

16

44

10

Visual/design aesthetics

7

28

19

Source: SAS/Economist Intelligence Unit, June 2013

The report puts forth several observations suggesting steps that might be taken in developing a true customer-centric business organization:

  • Change the process to integrate information gathered from all digital and physical channels.
  • Take steps to track customer engagement across different marketing channels to better understand “the full 360 degrees” of the customer experience
  • Leveraging this guidance requires processes and workflows that provide the workforce needed information to make smarter decisions about all aspects of the business
  • Make a real commitment to infusing a customer-focused mindset across the entire organization, beginning with training and skills for the marketing team, with an emphasis on data-driven analytical capabilities
  • CMOs demonstrating an aptitude for these types of emerging skills will build credibility and will trickle down through the rest of the organization
  • A true customer focus requires everyone in the organization to play the role of customer advocate. CMOs who can translate customer insights into real value for each part of the business gets everyone working towards the same goal
  评论这张
 
阅读(36)| 评论(1)
推荐 转载

历史上的今天

在LOFTER的更多文章

评论

<#--最新日志,群博日志--> <#--推荐日志--> <#--引用记录--> <#--博主推荐--> <#--随机阅读--> <#--首页推荐--> <#--历史上的今天--> <#--被推荐日志--> <#--上一篇,下一篇--> <#-- 热度 --> <#-- 网易新闻广告 --> <#--右边模块结构--> <#--评论模块结构--> <#--引用模块结构--> <#--博主发起的投票-->
 
 
 
 
 
 
 
 
 
 
 
 
 
 

页脚

网易公司版权所有 ©1997-2017