The CMO-CCXO Partnership Can Help Transform the Customer Experience

The CMOs and CCXOs Partnership Can Help Transform the Customer Experience

With customer experience holding the key to brand success, it is time for CMOs and CCXOs (Chief Customer Experience Officer) to work towards achieving the long-term goals of their companies.

The rapid growth of online engagement has increased the expectations of customers from service interactions. In fact, according to Zendesk ‘Customer experience trends 2021’, over 75% of customers are willing to spend more to buy from a brand that provides good CX. On the flip side, the same report also found that 80% of customers will leave the brand for its competitors after having more than one bad experience. Seeing its criticality in brand’s success, CMOs should collaborate with CCXOs (Customer Experience Officers) to develop strategies that will yield desired results.

According to industry experts, many CMOs and CXOs fail to get along due to political tensions and organizational structures. However, to achieve the desired results, CMOs and CXOs should stop obsessing about who owns CX in the organization and instead focus on key drivers such as journey centricity, innovation, brand values, employee experience and innovation. Here are a few ways that CMOs can accelerate the collaboration between marketing and CX:

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Acknowledging the importance of CX

CMOs often assume that customer experience is all about client retention; however it also plays an essential role in improving the connect with prospects. Hence, CX leaders should closely work with marketing peers to focus on opportunities such as overseeing the launch of new offerings, enhancing the prospect journey and working with teams in the co-creation and design thinking process.

Leveraging customer journeys to connect with stakeholders

According to experts, most brands still do not focus their solutions to target the needs of the customer. Therefore, they should opt for journey centricity to align all stakeholders within the organization and become customer-focused.

Ensuring consistent brand experience

Disorganized and inconsistent experiences can easily drive away the best prospects. Hence, CMOs and CCXOs should collaborate to define and execute their brand strategy to bridge the gap between brand, customer, and employee experience. They should demonstrate the importance of having a consistent experience to all stakeholders to get their backing on future initiatives.

Speeding up the go-to-market innovation

Innovation has been one of the fundamental catalysts for successful collaborations between various entities. Thus, CMOs and CCXOs should push the board to build new subsidiaries to accelerate the innovation, introduce new offerings as well as products or enter similar markets instead of working to transform legacy infrastructure and tools.

Also Read: Four Customer Strategies Every CEO Should Know

Driving cultural transformation

Standing in the crossroads of HR, IT and marketing, investing in EX (employee experience) can help brands to gain a competitive advantage. CMOs and CX leaders can capitalize on EX to assist their counterparts in developing the culture of the organization in line with the brand goals.

Customer experience has already taken center stage across many brands and they have successfully merged marketing, brand and CX into a single team. Yet, there are still many that operate marketing and CX in silos, effectively eliminating the possibility of constructing an aligned, resonant brand and customer experience. Additionally, this also prevents brands from delivering on the brand promise through great customer journeys. Thus, the partnership between marketing and CX through the customer lifecycle is the only way for brands to achieve their business goals and keep their customer base satisfied- hence loyal.

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