‘Customer Experience Unifies With Brand Management In 2016′ – Forrester
Michelle Moorehead says, “2016 marks the year the CMO will take control of the customer experience — or risk facing significant coordination challenges (and potential headaches) with some other fledgling executive who sees the opportunity to own it.
Savvy CMOs will lead the charge to convert superior experiences to growth. This includes driving change above and below the visibility line: from aligning experiences with the brand promise to transforming operations to deliver high-value, personalized experiences.
Customer expectations around personalization will continue to grow in 2016, but most companies still won’t be ready to truly deliver 1-to-1 experiences. That’s OK: customers don’t necessarily need perfect personalization; they just want their needs to be met in a way that delights them. Smart companies will use batch processing and segmentation to “fake it ‘til they make it” in 2016, but they will increase internal capabilities for more robust future delivery.
Here are three things leading CMOs will do in 2016:
- Lead customer advocacy — or be led. Smart CMOs will use the extensive knowledge they have of the customer to seize control of the customer experience and customer advocacy programs”.
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