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Bridging the Gap Between Marketing and Customer Experience

Bridging the Gap Between Marketing and Customer Experience

What customers are seeing and experiencing vs. what brands are saying can often be in conflict. The gap between Marketing and Customer Experience (CX) teams is largely responsible for that. In this article, I’ll pose some concepts to discuss to help bridge that gap and get everyone working together for the benefit of the customer – and, ultimately, the business.

The Power of Communication: Enhancing Relationships and Business Success

The Power of Communication: Enhancing Relationships and Business Success

Communication is one of the most overlooked components of the customer experience. But it’s one of the most important components of any relationship, including a brand’s customer relationships! It forms the foundation of understanding between individuals. It enables you to address conflicts and misunderstandings. When it’s transparent and honest, it fosters trust and respect. And it plays a vital role in establishing emotional connections.

Why?

And what can you do about it?

7 Best Practices to Build a Customer Experience Strategy at Scale

7 Best Practices to Build a Customer Experience Strategy at Scale

Developing a strategy to deliver that great experience isn’t as simple as just deciding you’re going to do it and then doing it. A lot of work goes into that strategy.

And you’ve got to make sure it scales, as well; it’s essential in order to maintain competitiveness, drive customer satisfaction and loyalty, optimize operational efficiency, and facilitate long-term growth and success for your business.

What are best practices to build a strategy that scales?

Find Products For Customers, Not Customers For Products

Find Products For Customers, Not Customers For Products

Seth Godin said, “Don’t find customers for your products, find products for your customers.”

I’m a huge fan of this quote and have used it many times over because it summarizes nicely what I’ve preached over the years: solve problems for customers; do that, and your business will go far.

What’s the difference? What are the pros and cons of each? Which one ensures that you deliver value for customers?

Best Practices for Showing Quick Wins

Best Practices for Showing Quick Wins

One of the biggest asks that CX leaders (still) have to deal with to get executive commitment and engagement – and for the rest of the organization to feel that there’s meaningful impact as a result of changes being proposed/made – is showing ROI. One of the ways to start to do that and to get that adoption across the organization is to show some quick wins.

What are quick wins? Why are they important? What are some quick wins best practices? What’s the best way to communicate them?

When You Don’t Live Your Corporate Values…

When You Don’t Live Your Corporate Values…

Over the last few months, as I’ve followed the most-recent issues that Boeing has had with its planes, I’ve wondered how things could have gone so wrong. If you were to ask customers their most basic requirement when it comes to travel, I’m guessing the answer is, “Get me from Point A to Point B… safely!”

So, I took a look at their core values. Of course, one of them is about safety.

I explored the necessity of that as a core value, as well as the pros and cons of it – and how it impacts product quality. And ended with what happens if employees don’t live the core values.

Problems That CEOs Want Marketing To Solve

Problems That CEOs Want Marketing To Solve

When CEOs were asked about the top five problems they wanted their CMOs to solve, they top five answers all sound like they can be resolved by designing and delivering a great customer experience.

Question is: are CEOs giving CMOs what they need to do the work to design and deliver that experience? Do CMOs know what needs to be done?

What Exactly Is Customer Experience?

What Exactly Is Customer Experience?

I’ve had several conversations over the last couple weeks that reminded me that it’s still challenging for some folks to understand the concept of customer experience. It’s important to clearly define it (and there are various definitions out there, but I think most of the more reputable ones are in line with what I’m saying) so that it can be used, designed, and executed properly.

What is it?
What is it not?
Who are “the offenders” when using the term?
Why does it matter?

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