The customer experience is one that everyone in marketing says they own, but really, most of us just own a silver of how people experience our brands, from the ads they see on social media to large-scale activation at a music festival.
Laura Beaudin, Partner at Bain and Company, shares how CMOs can broaden their roles and, with a holistic view into all consumer touchpoints, become the curator of ongoing conversations.
Hear her perspective or read the transcript below:
There’s a shift in both B2B and B2C organizations where someone needs to take the mantle of being the governance function or the curator of an ongoing conversation with customers. It can’t be that one part of the organization does one piece and another part of the organization does another piece and they have different data and don’t come together.
In order to create an omnichannel online and offline experience that will resonate with customers and allow a brand to elevate above their competition, you need somebody who is going to be able to have visibility into all of that.
I think the CMOs who understand that and see that their role can be broadened beyond being responsible for driving awareness or acquisition and actually be that curator of customer conversations throughout the lifetime—which would be acquisition as well as retention as well as brand building—have an elevated role within the C-suite to play in organizations.
I see that trend playing out as some organizations have made bold steps to build more digital and technology capabilities in-house and others have been able to find particular value in the customer data that they have. Being able to own that data and build insights off of it, as well as communicate that out to the rest of the organization, is one of the things that we’re trying to help facilitate.
I think in marketing there’s absolutely no shortage of data, but there are often times a shortage of insights. It isn’t only about what do you do with the data, there’s the conversation that says “let’s not forget about the longer term impact that marketing is trying to create.” It’s not just about the performance in the moment, it’s about building those brands, creating connections with customers, and building a long-term value proposition that people can buy into.