Centralizing Intelligence to Power Individualized Experiences

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Presented by

Mary Anne Hensley, CMO Council; John Timmerman, Teradata; Peter Francis, T-Mobile

About this talk

True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels. For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel. During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization. Among the topics to be discussed: • Challenges to achieving a full, cohesive view of all customer interactions • How to balance multiple customer interaction strategies amid the focus on clicks and conversions • Industry best practices and results from marketers who are coordinating their marketing in a hub and how it has elevated their marketing
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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000 plus members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities comprise global executives across 110 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa.