The banking group’s Australian CMO and head of customer experience discusses how she’s building stronger customer loyalty through value-based programs, targeted engagement, technology and operational innovation. At the same time, Duncombe wants to ensure growing customer analytics efforts don’t cross the line into “creepy”. Having the ability to recognise customers and personalise content and marketing through data and technology is another piece in this puzzle. “It’s about finding the balance - where does a customer see value in it, and when we can use the data to help understand them as a person and individual,” she added. In April, Citibank Australia was the eighth country to move onto the group’s global multi-channel technology management platform, which delivers customers an integrated service experience.
CRMC Newsletter Feature Stories – 2014
At a time of year when U.S. retailers should be riding the annual wave of back-to-school spending and gearing up for the bonanza of the ever-expanding holiday season, they are instead gloomily explaining continued lackluster results to Wall Street. Something has gone missing in American commerce. The passion for outsize consumption that helped drive the world’s largest economy for decades—one nation, indivisibly united by an addiction to malls, supercenters, and retail therapy—appears to have waned. After years of slow to stagnant growth, some experts worry that the entire retail sector is now shifting into a fundamental decline. Could the long American love affair with shopping finally be on the rocks?
A lot can happen in five years, especially in the marketing industry. A Greek philosopher said, “The only thing that is constant is change,” and nowhere is this timeless nugget of wisdom more relevant than in digital marketing. Change comes with the territory—- having to constantly adapt while navigating uncertain waters and attempting to predict what’s to come. It’s this sweeping consciousness of change that forces marketing professionals to constantly seek out a foothold on the future. But this article isn’t about the future; it’s about the past.
So many brands get it so wrong. There have been some pretty misguided messages sent to women recently. How can the leaders of companies with so many women customers be so out of touch with how to market to them? Is there a secret formula for striking the right note with female customers? Do you need women in the executive suite to get it just right, or can male executives strike a chord with women? To find out, we asked the leaders of eight companies that have one thing in common—their users, consumers, or customers are a majority female—how they get it right.
Sometimes labeled chief marketing technology officers (CMTO), and affectionately referred to as unicorns because they are so difficult to find, these are the individuals who help equip organizations with the tools of modern marketing needed to engage today’s always-on customers. They are the bridge builders between CMOs and CIOs and the Sherpas for brand marketers who need help navigating the digital world. And they are becoming invaluable assets to any marketing team.