At a Glance Leaders take a broad, integrated approach to marketing. In fact, Accenture research shows they develop mastery of several specific marketing capabilities and orchestrate related activities to influence customer loyalty though marketing, sales and customer management.
How are the leading companies addressing the challenges of the 21st century? In particular, what customer marketing capabilities help deliver high performance? How much can these capabilities contribute to creating loyalty and shareholder value? How do leaders achieve and sustain excellence in these capabilities, and how can other companies enhance their own capabilities?
Accenture research has revealed that five specific customer relationship marketing capabilities account for 50 percent of a company’s ability to win customer loyalty: - Develop and deliver a branded customer experience
- Create and shape demand
- Translate foresight and insight into marketing productivity
- Harness talent and technology
- Drive marketing to meet performance objectives.
While all five capabilities make measurable contributions to winning loyalty, the ability to deliver the branded customer experience makes the greatest contribution—more than one-third, in fact.
Not surprisingly, mastery of customer management capabilities varies widely across industries and from company to company. Industries that have traditionally relied primarily on marketing to generate revenue and grow the business—the retail sector, for example—not surprisingly demonstrate superior mastery of these capabilities compared to industries that have historically relied more on direct sales.
However, our research—and extensive client experience—suggest that even the best performers can find opportunities to improve business performance by making the right investments in enhancing these marketing capabilities.
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