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November, Volume 1, Issue 7

CEM jobs employ both sides of the brain

If Don Draper spent half his time poring over pie charts and coffee-stained spreadsheets, he might not be so compelling as the chain-smoking and creative advertising exec portrayed in AMC’s popular television show Mad Men. But the number crunchers are the real characters in marketing departments today, as companies place more value on employees with both creative insight and analytical expertise. In fact, the ability to analyze data has become a critical skill for companies looking to improve their customer experience management (CEM) practices. “Marketers today have to be left-brain and right-brain thinkers,” said David Aponovich, a senior analyst at Forrester Research Inc. in Cambridge, Mass. “You have to think technically and creatively to be more efficient and gain insight into the customer.” CEM jobs have become more prevalent in the past few years—starting at the top with executive titles like “chief customer officer” and “chief experience officer.” Bruce Temkin, managing partner at Temkin Group in Newton, Mass., estimates...

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