By Debbie Estes, ACE; and Noelle Hawton, senior consultant
Black Friday. These two words may evoke one of two images in your mind:
1) A fun-filled day of shopping for the best deals around town while squeezing in a visit to good old Kris Kringle; OR
2) Long lines of sleep-deprived shopaholics, combined with chaos in every parking lot across America.
No matter what Black Friday brings to your mind, the fact remains that this once-a-year shopping event still drives a media and consumer frenzy. Yet, now that we can shop with the click of the button or a swipe of the finger, has Black Friday become a thing of the past?
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This just in: Minnesota and the new multi-purpose stadium will be the proud host of the NCAA Final Four in 2019. The games, slated for April 2019, are the second major event awarded to the new stadium. Congratulations to all involved! Read more here.
By Patrick Milan, Creative Destruction Officer, @pmilan
Who owns the “voice” of the customer within your organization?
Don’t worry, the answer to this question inside most organizations is not a good one. Chief executives believe data-driven customer insights are the single most important factor that can drive growth. Yet ownership of this discipline in most companies is vague or completely in doubt.
The Economist Intelligence Unit attacked this question (“Outside Looking In, the CMO struggles to get in sync with the C-suite”) and found that a shockingly low number of chief marketing officers (CMOs) believe they should be the voice of the customer. Further, only 13% of other C-suite executives see the CMO in this role.
If marketing is not the disciple of the customer, then who should be?
Frankly, we don’t think any existing group has the talent set to do it alone. Our recommendation: Tear down and merge the silos that typically reside in marketing and corporate communications to create a multidisciplinary group that will deliver data-driven customer insights.