New research from the CMO Council found that more than 80 percent of brand marketers surveyed say their brands are largely reliant on global customer connectivity, secure digital communications, real-time customer interaction and multi-channel content delivery. The Council’s new report reveals that brands and communications service providers will need to become tightly coupled in order to truly fulfill their shared vision of delivering a more gratifying, valued and relevant omnichannel experience for customers.
The milestone study, Getting Serious About the Omni-Channel Experience, uncovers a healthy interest among brands for tapping the upgraded digital infrastructures, subscriber access and enormously valuable data repositories of mobile network operators and telco carriers as they seek to deliver a more consistent, unified and enriched experience across all digital and physical channels.
Almost half of non-telecom marketers surveyed see a potential leadership role for communications service providers to provide brands with an optimized framework for omnichannel engagement. Meanwhile, 56 percent of telco-industry marketers believe that non-telco companies are out-performing telco operators and communications service providers in delivering a true omnichannel experience.
As a result, more than 50 percent of telcos have partnered with non-telco brands on marketing and promotional campaigns—and nearly 70 percent of those report very positive, productive and fruitful relationships with good outcomes.
Surprisingly, just 4 percent of subscriber-reliant telco companies believe they are giving their customers a consistent, personalized and contextually relevant experience across all traditional and digital channels by leveraging persistence of information, respecting the privacy of customers, and aligning the business needs with IT. On the non-telco side, the picture is just as dismal—a nominal 1 percent of brand marketers say they have a complete omnichannel management (OCM) model in place.
“Less than 10 percent of telco marketers believe they are highly advanced and rapidly evolving when it comes to being more data-driven, customer-responsive and digitally adaptive,” said Donovan Neale-May, executive director of the CMO Council, in a news release. “More than 25 percent list functional integration; cultural, technical and operational hurdles; and resistance to change as obstacles to evolving to a true OCM model.”
The CMO Council is teaming with the Open ROADS Community to create an actionable framework for more effective and consistent engagement across all customer touchpoints and channels of digital interaction. The aim of the initiative is to advocate a common model, implementation roadmap, and best practices and processes for evolving to a higher level of customer experience, value creation, retention and business performance.
“Omnichannel isn’t a simple one-way street. In fact, the very name reflects the complexity of omnichannel transformation: Real-time, On-Demand, All-online, Do-It-Yourself, and Social,” said Trevor Cheung, COO of Open ROADS Community and vice chair of The Open Group, in the release. “Delivering the ROADS experience is an experience requirement and an architectural principle and it cannot be a single department fix. Marketing, technology, and customer service must work together. We believe the mindset, culture, and really the whole ecosystem needs to work together. This is necessary to handle the new consumer generation, but also the new business generation.”
Check out the full report to learn more about:
- Key areas where telco marketers say they are partnering and adding value to brand marketing campaigns
- Top reasons why brand marketers are turning to MNOs and CSPs to help address omnichannel and customer development needs
- Challenges, constraints and barriers to partnering
- The data that CSPs can provide—and the data that brands desire most
- The omnichannel champions: the brands that marketers most admire
The report from the CMO Council and its Customer Experience Board includes findings from an online survey of more than 250 brand and telco marketing leaders, commentary from a CMO Roundtable at the 2017 Mobile World Congress, as well as insights from interviews with senior marketers at a cross-section of companies. These include KIA Motors, British Telecom, T-Mobile, Visa, Verizon, Royal Bank of Canada, Singtel, Deutsche Telekom, Airtel and Telekomunikasi.