You will never hear a group of marketers disagree that they are ‘the voice of the customer’. Seldom will anyone within the industry disagree that marketers should ‘own the customer journey’. And never would any marketer claim that they should be anything other than ‘customer centric’.
Received wisdom is being trumped by reality, however, with responsibility for customers, their journey and development often being fragmented and in silos. Furthermore, data strategy and the means to turn data into insight are often uncoordinated, to the detriment of the experience.
Join Marketing Week, senior marketers and partner SAP at 3pm GMT on 27 November, as we discuss the findings of a landmark report that marks the way forward for marketers to own the customer and to turn ownership into business results.
Discussion points include:
- How to exert influence among stakeholders
- The importance of cooperation and collaboration
- How to integrate data into decision making
- The importance of working with IT
- How to create a data-driven culture