Only six in ten senior business leaders view their companies as customer-centric, and just over half (56%) report a clear understanding of customers' tastes and needs, according to a recent report from The Economist Intelligence Unit and SAS.
The report, which was based on a survey of 389 global marketing and nonmarketing executives conducted last year, also highlights a disconnect among leaders regarding whose responsibility it is to make understanding and interacting with the customer their top priority.
Nearly one-quarter of chief marketing officers (CMOs) 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 just 18% of organizations, trailing the head of sales (31%).
Below, additional key findings from the report, Voice of the Customer: Whose Job Is It, Anyway?
CMOs: A Lot on Their Plates
According to the report, CMOs may be struggling to champion the customer in part 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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji