CMOs: Time to Be More Customer-Centric

Use a customer-first, channel-second strategy to design customer experiences that drive loyalty.

CMOs are now required to lead the charge in CX, which often extends to influencing beyond the marketing function.

To meet this challenge, successful CMOs and their teams have become experts on consumer behaviors, the competitive landscape, historical business performance and wider megatrends. As brands continue to fast track their digital capabilities, marketing leaders must focus on identifying customer needs and objectives before channels, loyalty and customer relationships to build stronger, more sustainable customer relationships. 

Now is the time for CMOs to strengthen their evolving role as the “chief customer officer.” Use this Gartner CMOs: Time to Be More Customer-Centric research to:

  • Discover a framework to create a clear, customer-centric value statement that reflects exactly what your customers expect your brand to deliver
  • Learn key focus areas to build a relevant internal audience that drives your customer journey
  • Explore insights into improving your brand's current customer experience, thus improving customer loyalty

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    About the changing role of CMO as the “chief customer officer”

    As the customer needs change, business are inclined to become more customer focused. A majority of this operates under the banner of customer experience. Today, as customers are at the centre of making marketing decisions, the CMO role is changing with the chief marketing officers leading the charge beyond their marketing function-becoming experts on consumer needs, behaviors and megatrends. This responsibility of leading from the front is positioning CMOs as “chief customer officers" and as key leaders of sustainable customer relationships.

    In this research, Gartner highlights that now is the time for chief marketing officers to strengthen their evolving role as the “chief customer officer.” It also provides recommendations on how to improve your brand's customer experience strategy using the experience thesis statement framework and tool.