BOSTON, Dec. 5 // -- Creating a customer-centric marketing organization provides significantly higher return on marketing investment (ROMI) and has become a driving imperative for chief marketing officers (CMOs) according to the benchmark report "The CMO's Strategic Agenda: Creating a Customer-Centric Marketing Organization."
Best-in-class companies consistently demonstrate proficiency in multiple marketing capabilities, which has a positive impact on performance. These top performers track customer behavior, use customer profitability modeling, maintain centralized knowledge and data management systems, and possess real- time decision support, including business intelligence tools integrated with marketing and customer data with higher frequency than benchmarked groups
Specifically, enterprises under $2B in revenues exceeded average performers in all metrics benchmarked. For example:
- Fifty percent of small (SME) and mid-market (MME) enterprises lead in
capturing 70% of current customer profiles.
- Fifty-five percent have centralized customer knowledge and data
management processes in place.
- Customer data is utilized to perform customer profitability modeling at
rates significantly above average -- 41% versus 33%.
A majority of "customer-centric organizations" companies achieved better than 15% annual improvement in ROMI, gross revenues, and customer retention rates as a result of the following capabilities:
- Leaders leverage customer analytics, multi-channel interaction
applications, business processes, and technology infrastructure
integrated across brands and product lines.
- Best-in-class companies understand exactly the relationships their best
customers want.
"Companies serious about building a customer-centric marketing organization will need to rethink how they create processes around customer interactions and how they invest in technologies that support advanced, rules- based communications," stated Leslie Ament, Director of Customer Intelligence Research. "Our research demonstrates that small- and mid-market enterprises are investing and deploying technologies, capabilities, and processes that facilitate closed-loop marketing processes at rates higher than industry average.
Aberdeen's "Creating a Customer-Centric Marketing Organization" benchmark research was launched with support from the American Marketing Association. The report is available free of charge at http://www.aberdeen.com/link/sponsor.asp?cid=3607 based on the generous underwriting of the following sponsors: Dun & Bradstreet Corporation, FrontRange Solutions, Infor, and Sage CRM Solutions.
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen(TM) for insights that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen http://www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.
Media Contact:
Leslie Ament, Aberdeen Harte-Hanks
(617) 854-5259
leslie.ament@aberdeen.com
