27 September 2013
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Delivering better CX: Advice for marketeers

Customer experience is a differentiator that allows companies to compete and succeed on something other than price, and its value is well-established. What are the unique messages that marketeers should take to heart to address CX? This Econsultancy interview has some advice.

“Digital” is a fact of life for most businesses today. Delivering a standalone product (or service) just doesn’t cut it anymore. And brands are no longer monolithic entities that present the same face to every customer. Social media has changed the playing field, and it’s the successful brands that harness its power to create meaningful and emotional experiences with customers, leading to better CX.

Citing several examples of what he sees as organizations delivering excellent customer experiences (IKEA and Burberry among them), Sitecore marketing director Shawn Cabral goes on to explain what he believes as a cause behind the failure of CX in some cases: The lack of a focus on employees. “Organisations fail to understand that delivering exceptional customer experiences goes above and beyond just having a great websites,” he says. “The people within the business need to change accordingly.”

The last proposition might cause some consternation however.

Asked which department should ultimately be responsible for customer experience within an ecommerce business, Cabral cites a questionable candidate: “I think the marketing department should be lead, as marketing operates as a ‘layer’ between any organisation’s interactions with its stakeholders so they can monitor, manage and influence the ideal customer experience for the organisation.”

In the Age of the Customer, and with demonstrable evidence of CX being managed by dedicated departments and at the highest levels, are marketeers really to be trusted with this responsibility?

Source: “The importance of customer experience in a multichannel world” (Econsultancy.com blog)

Customer experience (65), Employee experience (5), Marketing (2)

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