CMOs Own Perception — That’s Why They Must Own Customer Experience.

The customer experience, by its very definition, is complex. Forrester Research defines it as: “The product of the interactions between an organization and a customer over the duration of their relationship. This includes all of a customer’s interactions with your company from awareness to discovery, purchase, use of products / services, loyalty and advocacy.”

However, Forrester understands the power of simplicity and has distilled this definition down to a single sentence: “How customers perceive their interactions with your company.”

The key word here? Perceive. Perception is something that every CMO should know something about.

Perception is defined as “the way we think about or understand someone or something.”

Isn’t that what marketing is all about? Isn’t that what “branding” is meant to do — establish a clearly defined position or perception in the mind of the customer?

The CMO owns customer perception. That is why the CMO must also own the customer experience and be able to capture the customer data and insights that are necessary to turn the customer experience into a competitive advantage.

But where does a CMO start? By defining and capturing the insights that will make a material difference on the critical interactions customers have with the company. More specifically, CMOs need to answer these fundamental questions.

  • What do my high-value customers look like — both demographically and psychographically?
  • When do customers interact with my company — at which touchpoints along their journey?
  • Where do they interact with my company — online and offline?
  • How do they interact with my company — through what methods?
  • Why do they interact with my company — desired outcomes?

Remember, when it comes to capturing customer insights — your goal is to simplify. By surfacing accurate answers to these questions, you will have the knowledge you need to start leading and implementing a customer experience strategy that will improve “how customers perceive their interactions with your company.”

By | 2016-11-14T15:19:44+00:00 April 13, 2016|Categories: Customer Experience|Tags: |

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on Forbes.com.