CMO Perspectives (26th Sep, 2014)

This week’s CMO Perspectives offers pieces of marketing advice that challenge conventional wisdom. For instance, did you know that the CMOs who best adapt to change are least likely to have to change jobs? Or read how one company’s program that let customers jump the queue backfired spectacularly. Finally, another article addresses the need for executives to learn from their younger Millennial employees how to engage on social media.

We hope you enjoy these articles. Let us know your thoughts by commenting below, or reach out on Twitter: @NICE_Enterprise.

Does The CMO Now Have The Toughest Job In The Company? []

If you’re a CMO and you think you have the toughest job in the company, you’re right! At least according to John Staples of Sales Benchmark Index. From an impatient boss to insufficient budget, the CMO experiences pressures from seemingly every direction.

The average tenure of a CMO is 4 years, according to Advertising Age, the Wall Street Journal and Forbes. But best in class CMOs often stay in a single job for double that time. This article offers some tips for how to adapt to change so that the one thing that doesn’t change as quickly is your job.

Customer Experience Lessons From The Best []

This article reveals customer experience tips from some of the leaders in the field. The author lauds Virgin Airlines in particular for dropping their “mystery shopping” program and, instead, recruiting customers to blog about their own end-to-end customer experience.

He also said that staff areas and facilities are modelled on, or are similar to, Virgin’s Clubhouse airport lounges. Does that mean employees enjoy free cocktails and massages? The author doesn’t say, but points out “if you want to deliver a great customer experience, your employees are just as important as your customers.”

Would You Pay To Jump The Queue In Customer Service Calls? Why Company Reputations Are At Risk (Tweet) []

Recently, EE in the UK introduced a new feature, called Priority Answer, has enabled their customers to pay £0.50 ($0.81) to jump the queue on customer service calls.

The introduction of the service created uproar among its customers and a huge amount of negative press. Eighty-five percent of people polled said they wouldn’t pay for such a service.

Author Adrian Swinscoe ponders the ethics of queue jumping, and even recommends a book by philosopher Michael J. Sandel, What Money Can’t Buy, on the topic, which dedicates a whole chapter to the issue of queue jumping. It has its benefits and drawbacks, argues Swinscoe, but if done badly, it can alienate customers.

Power to the People []

We’ve all heard that letting employees have their voice is the future of business. But Cheryl Burgess, Chief Executive and Chief Marketing Officer at Blue Focus Marketing, goes a step further. She said that there is an area where young junior employees can even school older executives: social media engagement.

According to Burgess, executives need to be active on social media—blogging and tweeting and on LinkedIn.  Millennials are poised to reverse mentor executives in these vital skills.

The Gospel of Customer Centricity [Customer Experience IQ]

This article outlines the key aspects of what truly makes up a customer-centric company. The price of a product, the brand value and the other pillars of marketing are no longer the most important factors in a consumer’s selection process. The author explains that the “absolute value” of experience a company is likely to deliver becomes the pivotal point in making the selection. According to Peter Drucker, “the customer rarely buys what the company thinks it is selling him.”

Read more in this article with some extra comic relief in the cartoon strip embedded within!

We hope you enjoyed our picks and bookmarked a few articles for future reference. Please don’t forget to share with other CMOs.

Are there any other marketing topics that interest you? Tweet us, or comment below to let us know!

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