As brands realize Customer Experience Management is key to their overall strategy and long-term growth, our research at Constellation found CMOs should consider the following 7 principles when leading customer experience initiatives:
- Bring passion about the brand you work for and drive cross-functional collaboration and lead organizational change
- Focus on both communications and brand guardianship as well as innovation, product and business responsibilities
- Balance the brand view and the business view so the CEO takes you seriously
- Gain mastery of technical and non-technical skills: it’s critical
- Use data and predictive insights to deliver real-time, optimized customer experiences
- Evolve into a strong, well-balanced leader of cross-functional teams and groom successors and
- Gain design-thinking experience.
Leaders of Customer Experience Management must have an emotional tie to the brand, identify with it and want to share the value it brings to customers. The CMO must be passionate about championing the customer experience and leading the development of the strategies, activities and tactics to create and sustain demand. Marketing must become the cross-functional voice of the customer. Having some organizational change management skills is very helpful to be able to lead the change, and is an inherent part of the changing role of the CMO, especially if they take on an end-to-end customer experience position.