Business Gain from How You Retain (CMO Council Report)

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Summary:

Business Gain from How You Retain: Addressing the Challenge of Customer Churn and Marketing Burn

CSC, IBM and D&B collaborated with CMO Council to create Business Gain From How You Retain – a survey of Chief Marketing Officers that probed marketing's growing role in seeking to anticipate and predict customer wants, needs and requirements across the lifecycle, based on the utilization of growing sources and volumes of data (transactional, behavioral, directional) generated from both inside and outside the enterprise. The survey also explored where and how relationships survive and thrive by companies maintaining continuous, individualized contact and personalized communication with priority customer segments. In addition, the report also assesses the level of collaboration and alignment between marketing, IT groups and siloed data stakeholders across the enterprise.

Download and read CSC’s Alex Black’s expert commentary that was included in the report.

Click here for the Executive Summary and full report.

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