Customer obsession will be the cornerstone of successful businesses next year, according to a recent Forrester report. It says that if chief marketing officers (CMOs) are not prepared to step up to the plate to drive customer obsession, their role will be usurped by another C-suite executive, such as chief growth officers. The report, “Predictions 2018: The CMO Bar Rises With More Pressure For Growth”, maintains that in global companies such as Coca-Cola, Hershey’s and Kellogg’s, the chief growth officer has already assumed responsibility for customer obsession and predicts that this shift will take place at another eight Fortune 100 brands in the next year. The report says growth will become the priority for marketers in 2018. There will also be a trend toward breaking down the silos that exist between customer experience teams and brands, and this will help ensure that the customer experience delivers on the brand’s promise. Of course, technology remains an important focus for the...

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