What's Top of Mind for Chief Marketing Officers in 2022?

Putting the Customer First: Alorica Helps Connect the Journey

Reposted from CMSWire. Authored by Dom Nicastro | Senior Reporter   In research released Jan. 10, Kate Muhl, vice president analyst in the Gartner Marketing practice cited a U.S. Labor Department report that found a record 4.5 million workers, or 3% of the workforce, quit jobs in November 2021, matching the record set in September.  

“Marketers must recognize that consumers are in the midst of an exhausting practical and spiritual overhaul,” Muhl said in a Gartner press release. “That presents an opportunity for their brands to be facilitators of change. Consumers are valuing themselves more. Because of this, brands must emphasize their values that speak to topics that include authenticity, identity and self-esteem.”  

So, just how are marketing leaders prioritizing roles and responsibilities for 2022?  

Colson Hillier, chief marketing officer at Alorica, said alongside a shifting workforce is a rapidly-evolving global economy that has driven deeper furrows between the haves and have-nots across data, technology and customer engagement. “To enable our clients to successfully navigate these changes while keeping pace with growing consumer expectations, Alorica will continue to focus largely on providing consultative support throughout the customer journey,” Hillier said. “This requires integrating technology, people and processes to deliver business outcomes — speed, accuracy, satisfaction, flexibility, security and more. Companies will need to proactively take action based on data and insights and continue to test and learn, while up-leveling talent to meet evolving consumer engagement preferences.”  

Effective measurement remains critical to successful digital transformation, he added. Every aspect of the business must contribute to the ROI across employees, processes and products. “To accomplish this, we must reduce friction across internal silos and invest in improvements to our data architecture,” Hillier said. “In addition, this approach requires defining the appropriate applications of that data, overcoming any blindspots and accurately visualizing these insights into outcomes for our own business and that of our clients.”  

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