How Customer Activation Better Wins And Serves Business Buyers

Customer-activated enterprises are firms that turn every customer interaction into new ways to differentiate experiences, deliver value, and capture value. Since marketing benefits the most when firms close the gap between servicing the customer cost-effectively and truly creating an engaging experience, CMOs need to set the tone for this transformation by infusing customer insights and the desire to delight buyers into every activity. This report shows what CMOs need to do to foster strategy and investment that help appropriately unite the brand with employee-led customer experiences, activate relationships that build loyalty and advocacy, and help peers understand how their responsible participation in these interactions builds value for the firm.