ABOUT THE REPORT

Across the globe, CMOs battle with questions like – ‘How to ensure a rewarding experience across different touch points in customer journey?’, ‘How can we leverage data and automation to accomplish these?’. Capturing customer data is a given but organizations must improve their maturity on Data Led Customer Engagement (DLCE) to build strategic data use cases for customers to see value. Unfortunately, there is no single guidance or approach to address all these challenges.

This report aims to address this key unmet as it introduces a go to toolkit for CMOs – Stop Hold Purchase (SHoP) framework for assessing the DLCE maturity of companies across various activators. The report also employs these observations to help synthesize top priorities for a CMO to advance DLCE maturity, especially creating a roadmap to achieve the optimal end state in the Loyalty dimension. Also, the introduction of a scientific methodology for determining Loyalty Delivered Sales (LDS) paints a true picture of the business impact delivered by a loyalty program. Holistically embedding the relevant findings in the customer engagement transformation journey of an organization, will help set companies apart going forward.