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Study: Customer engagement top concern of CMOs

Published on .

New York—Customer engagement is the top concern keeping CMOs up at night, according to a new study by executive recruiting company Korn/Ferry International. The Korn/Ferry Marketing Pulse Survey was based on an online survey of 124 senior marketers conducted in June. It found the top marketing concerns of CMOs include customer engagement (52%), taking advantage of digital (29%), acquiring digital-savvy talent (11%) and dealing with budgetary issues (9%). Within the category of customer engagement, the top concerns cited by CMOs include creating sustainable and engaging customer relationships (30%) and providing an effective customer experience (22%). When asked who owns customer experience and engagement, 35% of respondents said the marketing department; 32% said it is a joint marketing and sales effort; 28% said it is a multifunctional task force; 3% said the job falls to no one; and 2% said sales alone.
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