The theme of this holiday issue is reflection on the year, thanks and the gifts we can share with our fellow marketers. In this article, Wendy Bryant-Beswick, VP Marketing for Service Credit Union gets in the spirit and shares her spoonful of advice…


This year, my biggest ‘aha’ moment was when I realized everything we do as a company has to impact our customer experience. You’re probably thinking, ‘Of course it does!’ but in the world of marketing we do not always get a seat at the table when it comes to customer experience. In reality, everyone at your company owns customer experience – it’s not a departmental thing. Like your brand, customer experience is your business – there’s no other way to look at it.

To establish a successful ecosystem, CMOs will thread the needle between employee experience, customer experience, brand purpose, creative, and technology, imbuing all these crucial areas with customer obsession

According to Forrester’s 2020 predictions, CMOs will take on more responsibility for customer value and everything surrounding the customer. ‘To establish a successful ecosystem, CMOs will thread the needle between employee experience, customer experience, brand purpose, creative, and technology, imbuing all these crucial areas with customer obsession.’ For me, this is an exciting time. Getting more involved in the customer experience, and having the ability to influence how customers experience our brand, goes beyond impacting growth, advertising and the more standard ways marketing was involved in the past.

To establish a successful ecosystem, CMOs will thread the needle between employee experience, customer experience, brand purpose, creative, and technology, imbuing all these crucial areas with customer obsession.’

Forrester

What this means for marketers is you’ll be collaborating with many groups to help drive customer experience: leadership, operations, retail, technology and product. Customer experience is much like your brand: everybody touches it and should in some way own it. Many larger companies have teams and staff dedicated to customer experience, and these teams collaborate with everyone to drive a seamless experience. Not all companies have this capacity, and others may only be starting their journey.

As a marketer, you have a lot to contribute. Creative, messaging, targeting, brand, customer feedback, communications, it’s a long list. If you’re measuring customer satisfaction with standards such as Customer Effort Score (CES) or Customer Satisfaction Score (CSAT), that feedback is critical and will inform what your company does in the customer experience space.

My spoonful of advice is to be open and look deeply at your company. Be a consumer. Always seek customer feedback and talk to your customers. Find out what they want and what they need. It’s the most rewarding thing you’ll do. Don’t allow your customer experience to become 100% about technology – CX is about your customer and what they need.

Don’t allow your customer experience to become 100% about technology – CX is about your customer and what they need.

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