CMO Council Calls For Chief Marketers To Become Chief Experience Officer


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Cover Story in New Edition of PeerSphere Underscores the Value of Technology and Digital
Channels in Furthering Customer Convenience, Self-Help, Insight and Responsiveness

PALO ALTO, Calif. (June 11, 2013)—Chief marketing officers must own the customer experience and become more assertive in aligning all corporate functional areas in meeting the needs of today’s fickle consumers argues the Chief Marketing Officer (CMO) Council in its latest issue of PeerSphere, a peer-inspired, peer-driven and peer-influenced quarterly journal.

The digital edition, available for download today, features insights from numerous marketing leaders from notable global companies, including Southwest Airlines, PNC, AIG Bank, Citi, Hilton Worldwide, Outrigger Hotels, Cinépolis India and many more.

The cover story for the new edition highlights the importance of technology, mobile services and digital media interaction in defining and differentiating the customer experience—and why it’s time for marketers to take ownership in aligning key stakeholders across product development, IT, operations, finance, sales, customer support and distribution channels. Featuring insights from marketing executives across multiple industries, the article provides insights into how marketers can use technology to create more customer-centric cultures and how their companies will benefit as a result.

By creating more meaningful engagements with customers, marketers will be able to effectively boost loyalty and retention while driving top-line growth. However, this mandate to create a more interactive and engaging customer experience extends beyond marketing alone, requiring support and buy-in from other areas of the business in order to ensure seamless adoption.

“CMOs have to own customer experience and be hyperactive in examining every touchpoint and nuance of customer interaction,” notes the CMO Council’s Executive Director, Donovan Neale-May. “This requires better integration and mining of customer data and a wider remit to affect change in operational practices, processes and systems that alienate the customer and undermine marketing promises.”

The latest PeerSphere edition covers a wide range of subjects relevant to global marketing leaders and features articles on a variety of pertinent subjects, among them:
• A brand recovery story on Netflix and how the company has regained its stance as an industry leader
• A profile on Cinépolis and how the company is revolutionizing the movie-going experience in India
• In-depth interviews with Fadi Ghosn, CMO for General Motors–Middle East, and Rob Solomon, CMO for Outrigger Hotels
• Why CMO tenure is rising and how these leaders are helping their companies succeed
PeerSphere is now available to download for $9.95 and is provided on a complimentary basis to premium CMO Council members. For more information or to download the issue, visit

About the CMO Council
The Chief Marketing Officer (CMO) Council is the only global network of executives specifically 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 6,500-plus members control more than $350 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 35,000 global executives in more than 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, India and Africa. The council’s strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Mobile Relationship Marketing (MRM) Strategies,,, Marketing Supply Chain Institute, Customer Experience Board, Digital Marketing Performance Institute, GeoBranding Center and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at


(c) CMO Council. All rights reserved.

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