Skip to main content Skip to Footer

Singapore CMO-CIO survey

Customer experience as a competitive advantage’ shows that there are important areas of disconnection between marketing and technology chiefs which are preventing companies from reaching their full potential.


Customers expect a consistent – or ‘seamless’ – experience, no matter what they are buying, which part of the business they are dealing with and which physical or digital channel they are using.

Given Singapore’s strategic position as a hub for business, technology and marketing operations, on top of the cosmopolitan nature of the city-state, meeting this new level of expectation has become a big challenge for companies.

One trend that is contributing to this is the division amongst the organizations’ internal functions, namely Information Technology (IT) and Marketing. This year’s survey of Chief Marketing Officers (CMOs) and Chief Information Officers (CIOs) shows there are important areas of disconnection between marketing and technology chiefs which are preventing companies from reaching their full potential.

While Singapore is a regional leader in some areas, improving the relationship between CMOs and CIOs will be essential to companies’ survival in a global marketplace. Creating compelling and seamless customer experiences require agile and robust technology systems and processes as well as an environment that enables exploration of ideas, and new and improved experiences.

‘Customer experience as a competitive advantage - Why Singapore CMOs and CIOs need to forge a new path forward together’ summarizes the key findings based on the recent global 2014 Accenture Interactive CMO-CIO Alignment Survey of over 1,100 senior marketing and IT executives from across the globe.

Accenture interviewed 36 CMOs and 34 CIOs from Singapore-based companies with at least $500 million in annual revenue, across various verticals.


Our latest Accenture Interactive survey of CMOs and CIOs shows that there are significant areas of alignment and disconnection between these two key executives and their teams in Singapore.

The key findings include:

  • Technology is not seen as a key driver for engaging the customer: only 17 percent of CMOs and 26 percent of CIOs believe that technology is a growing means to engage the customer

  • Low ownership of customer experience: Only 8 percent of CMOs felt that customer experience was their responsibility, instead identifying either the CEO (28 per cent) or the head of customer service (25 per cent) as the one responsible

  • CMOs are frustrated with IT: mostly by the lack of expertise and critical skillsets within the IT organisation and their company’s internal technology development processes being too slow to keep pace with the fast-changing nature of digital marketing

  • CIOs feel that marketing is not making the right choices: the new solutions sought are often complex and require extensive integration at the application and data level


Every organization needs to focus on delivering a seamless customer experience to become a key differentiator in a global marketplace. This can be achieved by having IT and marketing, and other parts of the business collaborative effectively, such as:

  • Leverage existing data points: Utilize customer data points and customer tools like personas and user journeys to align on key segments

  • Set joint objectives: create goals that recognize the importance of the customer experience as a competitive advantage to the company

  • Involve the CEO and others in the boardroom: brainstorm how the common objectives might be applied to new and existing technology, data, content and optimization initiatives

  • Gain support from the entire organization: discuss how the company as a whole can support and enhance the vision of a more customer-focused organization.

View the full global research and interact with the findings by clicking here.