As the push to embrace customer-centricity increases, many businesses are faced with finding innovative ways to capture the "voice" of the customer and infuse that information throughout the organization. One of the biggest challenges for organizations is determining whether or not the CMO should be the customer champion.
The Economist Intelligence Unit report Voice of the customer: Whose job is it, anyway? explores the conflicting responsibilities of the CMO, and asks:
- Who in the company should be the champion of the customer voice?
- Is the CMO ultimately responsible for the voice of the customer?
- Is the CMO the best person for this job?
This in-depth report – based on interviews with senior executives from major companies – seeks to answer these important questions.