Accenture: Product-led companies falter, CEOs lag on customers
Key Points
- 90 per cent of CEOs say marketing will change fundamentally in three years.
- 74 per cent of CMOs say big brands are falling out of favour with consumers.
- CMOs spend 26 per cent of their budget on customer experience programs.
- Future marketing roles include immersive experience designers and AI curators.
The message is carefully couched and diplomatic but the point is clear from a global advisory firm: Australian CEOs are lagging their international peers going all-in on a lucrative consulting and tech industry invention called "customer experience management".
At least two dozen multi-billion dollar companies are carving out handsome fees warning corporates of the competitive perils if they neglect industrial-scale reinvention of their customer experience strategies . The list is long and complex but covers all company-owned and external digital channels and touch points, retail footprints, call centres, marketing and service communications, advertising and beyond.
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