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It’s time for CMOs to rally a cross-functional approach to Customer Experience

23.07.19 | Cuca Margoux

Executives around the world seem to have finally embraced the thinking of Hewlett-Packard cofounder David Packard, who famously once said, “Marketing is far too important to be left only to the marketing department.”

In a recent global survey of more than 1,400 C-suite executives across functional areas conducted by business research group the Conference Board, 80 percent of respondents agreed that developing a more outward-looking, customer-centric culture will be a top priority in managing customers in the future. This is quite an advancement from the days when marketing was understood to be just a business function rather than a business philosophy.