“The opportunity to create emotive and powerful experiences for customers is out there but only if the CMO Collaborator can inspire customer-centric thinking that resonates with a positive brand experience across all lines of business.” — 2019 Accenture Report Changes in the CMO’s role and the customer experience are far reaching. Left unaddressed, these changes [...]
Today, prospects and customers expect continuity and consistency throughout the buying process. One way CEOs and C‑suite executives can ensure this happens is to implement a disciplined process for developing and delivering a consistent corporate story throughout the customer experience. Here are three questions every business leader should answer to determine if their corporate story [...]
If you’re a CEO or C‑suite executive and you want to create a customer-centric culture, you need to increase two things in the minds of your employees: Understanding of the customer. Empathy for the customer. How do you do this? Well, you could and should start by formulating a customer-centered business strategy and ensuring that [...]
For many organizations — customer experience — as a strategic initiative is still pretty new. There are still a lot of unknowns. There is ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and using customer data to activate a customer experience strategy have not yet been fully defined. With [...]
Chief marketing officers and other C-suite executives across all industries recognize that customer experience is crucial as both a business driver and key differentiator. In today’s “constantly connected” world, customers expect a cohesive experience across all touchpoints. When this expectation is not met — when the link between what a company says and what it [...]
Jack Welch, former CEO of GE, once wrote … “Any company trying to compete should figure out a way to engage the mind of every employee.” Why is employee engagement so important? Enterprise IG has uncovered one reason through their research: 70 percent of customers’ brand perception is determined by conversations with employees. Simply put, [...]
Author of “X: The Experience When Business Meets Design,” Brian Solis said, “I find that the chief marketing officer actually involves something that’s a little bit more significant in the organization. So not just responsible for marketing, but responsible for the entire experience. After all, marketing experiences are the new marketing.” The transformation of the [...]
The competitive battlefield has changed. Today, and well into the future, companies will win or fall behind based on the quality of their customer experience. What does this mean to you, your role and your business? Well, it means you need to have a clear picture of what your actual customer experience looks like. More [...]
To establish clarity in the minds of customers, the C-suite must make corporate messaging a strategic priority across the organization and fully buy into the fact that the story directly impacts the financial performance of the business. It also requires that the C-suite get sales, marketing and customer experience leaders in a room to define [...]
In the hyper-connected, always-on, customer-driven world we operate in today, leading CEOs are leaving their old-school definitions of marketing and communications behind. They are writing a new playbook. A communications playbook for the entire enterprise that is rooted in delivering a consistent, connected and cohesive story throughout the customer experience. Consistency serves as the cornerstone. [...]
