17% of CMOs think actionable, holistic customer journey data is impossible. Here's why they're wrong.

According to this article in Marketing Magazine, 73% of CMOs surveyed say technology and processes are working together some (52%) or most (21%) of the time.  But those stats are limited to marketing data points.  Most of those executives are working on strategies to bring in data from other points along the customer journey, although 17% think that might not be possible.

Sources other than the marketing database hold the key to the total customer experience with your brand.  Think about in-store experience and inbound customer service as just two examples.  Typically marketing intelligence sources are limited in scope, and the data points being aggregated aren't fully utilized.  Almost 1/4 of respondents said less than half the data being collected is being leveraged in real-time for actionable customer insights.

What if brands could engage with their customers to gain insights about all brand touchpoints, and use this information to inform business decisions in real-time?  Check out The Enterprise Guide to Customer Experience to learn how to use customer insight to improve your brand's end-to-end customer journey.