Do you own the Customer Experience?

Marketing’s role is evolving, with technology taking traditional views of the marketing remit beyond the realms of ads, emails and websites. Are you ready to own the customer experience?

But the transformation is more than that. As a recent MarTech article discusses, it has moved from its traditional role of “demand generation” to “experience management”.

Chief Martech blogger, Scott Brinker, explains: “Marketing is becoming responsible for customer experience throughout the organisation.” He adds that marketing is now serving as a kind of “governing body for customer experience.”

So, if marketing is evolving to encapsulate customer experience, does this mean that we need to think entirely differently about the remit for Marketing?

Marketing is changing for the better

The Drum recently noted that companies are already beginning to expand the Chief Marketing Officer’s(CMO) remit, to include areas such as HR or IT; building on the growing recognition of brand value in good customer service and the value of digital co-creation.

Perhaps it’s not surprising, then, that The Economist Intelligence Unit’s ‘The path to 2020: Marketers seize the customer experience‘ report found that 86% of CMOs and senior marketing executives believe they will own end-to-end customer experience by 2020.

Are all brands embracing customer experience planning?

The Drum notes that a recent Harvard Business Review study revealed CMOs are the drivers of strategic innovation in less than a third of all large companies.

By keeping innovation and marketing separate, businesses risk creating silos, hindering growth and that all-important customer experience.

It doesn’t make any sense to keep the two apart, especially as they have the same end goal – meeting (and hopefully exceeding) customer expectations.

Writing in the Wall Street Journal, Deloitte highlights the change in customer expectations. Whereas consumers once saw value in a brand itself and what it represented, they now expect value from every aspect of that brand. This includes the product, the service, and how the whole process has left them feeling.

But that’s only half the story.

Back to those emerging technologies. Deloitte notes that data and technologies provide CMOs with the insights and the means with which to engage with customers, providing them with greater and more personalised interaction.

The data and technology might help CMOs provide greater customer experiences, but the success of a campaign ultimately comes down to the creative and strength of proposition. Marketers can’t simply rely on technology to do all the hard work. These new platforms just provide marketers with new tools; marketers need to come up with innovative ways to use them to engage with customers.

But customer experience doesn’t, and shouldn’t, begin and end with the CMO. This responsibility extends throughout the entire marketing team, including agencies.

Agencies, therefore, must also adapt and apply more creative thinking to client solutions to ensure they are providing an enhanced long-term customer experience, rather than just a compelling one-off campaign.

To learn more about how Fireworx can help you refocus your efforts towards the customer experience, give us a call today.