Should the Chief Marketing Officer (CMO) Oversee the Whole Customer Experience?

Customers, Value Chain and The Customer Experience Imperative Should the CMO oversee the whole customer experience? Today, the value chain in business has gone from products that became commodities to services that fuel anticipation of superb customer experiences that go beyond anything customers have expected previously. These new customer expectations have put pressure on companies to deliver on these experiences, which affect the revenue, margin and profits of a company. Brands are under a new type of pressure to keep the right customers and ensure that each of those customer’s experiences live up to their customer’s expectations. In order to make that happen, especially in large organizations, someone has to have customer experience as their primary responsibility and also have the clout to improve it. This is not your grandpa’s CRM. It’s starts with strategy and difficult leadership questions.

The big question? Who should lead the entire customer experience? With the shift to digital marketing, electronic commerce, social media and mobile interactions, brings a massive transformation to how brands and organizations engage prospects and customers. Customer Experience Management is a major pillar in many B2C and B2B organizations’ efforts to engage and retain customers. As it gets more complicated to engage and retain customers, organizations are realizing there is more to the job of customer experience than many first realized. This is in part because providing superb customer experiences often means getting many different departments or functional areas to collaborate, especially when they had not been in the habit of doing so before. Many times the reason for the lack of collaboration and why it has not happened before is because it’s not easy. Again, it’s not your grandpa’s CRM – it’s not about technology really. It’s really starts with a cultural mindset.

Falling Through The Cracks? There are many points along the customer experience journey where an organization can miss the mark and not even come close to meeting customer expectations. However, market leaders realize the future requires proactive, digital online engagement, integrated with in-person and/or in-store experiences to support the strategy. In this research we spoke to many leaders to find out how they are tackling the issues around customer experience and leadership and how best to lead this key strategic initiative in their organization.

The Research Found: The Role of Chief Marketing Officer Is Undergoing Fundamental Transformation, Yet Few Are Ready  As we explored the readiness, rewards, risks and gottcha’s for a CMO to step into an all-encompassing role to deliver the end-to-end customer experience, Constellation identified what CMOs are going through as they are being asked to add more to their “already” full plate. As they lead their organizations to become more customer-centric by creating and maintaining top-notch customer experiences, they helped us identify issues that can inhibit a CMO’s success –if how the business is run and the role of the CMO itself –doesn’t change. Here is a condensed version of the challenges we learned CMOs are facing:

10 challenges of the CMO in leading the customer experience natalie petouhoff constellation research

1. Confusion abounds on who should lead (own) the customer experience.

2. Agile, design-thinking is required to lead changes needed for successful customer experience.

3. Marketing is often focused on communications rather than innovation, product development and business innovation.

4. Marketing only recently became more accustomed to being highly measured, so building the business case for the additional responsibilities of the “new” CMO role may be difficult.

5. The Consumerization of IT has created often unfulfilled customer experiences.

6. The abundance of data requires immediate analysis and action to provide meaningful mass personalization at scale.

7. The plethora of data requires a data management and utilization strategy

8. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

9. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

10. Customer experience requires a highly collaborative individual to lead cross- functional collaboration.

The truth is there is not any “right” way to lead and deliver customer experience. Every single company has to think about their brand, the type of customer experience they want to deliver and their ability to do that consistently. As products and services have become commoditized, the last frontier to compete on is differentiation of the customer experience, so it is something that is more important than ever. What’s your take on who should lead the customer experience in your organization and why? Click here for more of what we found and read my latest research report, Should the CMO Lead the Customer Experience?  Download the table of contents and an excerpt of the report here: http://info.constellationr.com/report-download-cmo-oversee-customer-experience

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering IOT of Customer Facing Initiatives in Marketing, Sales and Customer Service that Create Great Customer Experiences

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Are You Going to LiNC 2015 Conference?

LiNC features a lineup of leading global brands, top industry analysts, thought-leaders and business visionaries. You will be inspired by the best and brightest in business. There are workshops, certification & social strategy sessions with world-class, subject matter and experts. You can even connect with industry peers to share insights and ideas.

LINC 2015 natalie petouhoff

In terms of certifications there are a number of them. Some are already sold out want so you’ll want to check them out right away. Lithium’s new Moderation Certification was developed using Lithium’s own moderation model. This certification for individual moderators, moderation teams, community managers, and community stakeholders interested in understanding community dynamics and learning best practices to improve the tone, quality, and management of community content. The program covers:

  • Characteristics of an effective moderator and the overarching goals of moderation
  • Public and private community documents, including Terms of Service and Moderator Guidelines
  • Maintaining a positive atmosphere though engagement with users
  • Identifying and interacting with different types of community members
  • Identifying and handling violations using the Five Levels of Moderation.

The Social Response Certification course is designed for social media professionals to advance their skills while developing a roadmap based on their specific business objectives for their implementation of social technology. This new certification is built around the latest Lithium Social Web technology, and it is filled with practical examples showing best-in-class integrations with the entire Lithium platform. Participants will come away with an actionable plan for high-scale, efficient customer engagement and response. Graduates gain the following professional benefits:

Tactical Mastery

  • How to best engage with customers on the social web to build brand advocates
  • What monitoring tools can and cannot accomplish
  • Techniques to improve social agents’ performance
  • An understanding of recent trends in social behaviors

ROI Connection

  • How to optimize ROI for customer care teams; from call deflection to cost per resolution and the value of the solution created
  • Identification and success measurement in the context of those objective

And the conference will start out with some Digital Leaders in Customer Experience

These will be companies like Brooks Running, Comcast, Google & Telstra. You will learn how four radically different brands are embracing digital to exceed customer expectations, create new market opportunities and transform their business. Senior executives from Brooks Running, Comcast, Google and Telstra will share their approach to digital, business outcomes and their aspirations for the future. Join us for these four company vignettes that show how these digital disruptors are achieving success and leading their industries into a new era of customer experience. Here’s who will be presenting… Loree Draude, Google — Monty Hamilton, Telstra — Tom Karinshak, Comcast — Heather Snavely, Brooks Running

The sessions at the conference will cover a wide range of topics including, Strategy, Execution, Results, Developers, Community Management, Social Experts, Mastering Metrics, Gamification, and an Unconference.

I’ll be there attending as an analyst. Hope to see you there!
@drnatalie VP and Principal Analyst Covering Marketing, Sales and Customer Service To Deliver Great Customer Experiences

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Guest Post: A Small Business Owner’s Guide for Creativity

Process, strategy and research are all necessary ingredients to a successful business. However, the key to really selling a product and keeping employees engaged – or if you prefer to stick with the in-the-kitchen analogy of “making your dish crave-worthy” – is creativity.

 

So what are some small business tips and tricks to amp up the creativity?

 

Yes, Everyone Can Be Creative

First off, “creative” professionals aren’t the only source of creativity within a workplace. Whether you’re an Accountant or Copywriter or a Customer Service Specialist or Art Director, creativity is in everyone. Why? Because everyone can teach you something you didn’t already know or offer you a different perspective that you otherwise might not have considered. And in business, it’s all about learning and experiencing. Never sell any employee short on his or her creative potential.

 

Provide a Creative Atmosphere

If the movie Office Space taught us anything, it’s that human beings weren’t meant to sit for hours in little cubicles completing incredibly mundane tasks only to be told they weren’t doing them right or fast enough in the first place. So, knock down those walls – literally and figuratively – and breathe some life into your company’s environment. Take a cue from some of today’s most innovative businesses, such as Google, Facebook, and candy company Mars, and offer office environments that make employees feel more at-home. Consider conference rooms with fun, off-the-wall themes like a superhero room, or install a dart board or ping pong table to encourage breaks and socializing. At the end of the day, employee output is only as good as management input. Just because work is serious business, doesn’t mean it can’t be fun, too.

 

Get to Know Your Employees’ Interests

Companies are comprised of people from all walks of life with varying hobbies and interests. Fostering employee relationships and communication outside of daily work talk and small chitchat is pivotal for a boss to uncover hidden creative talent within employees. Just because your receptionist is soft-spoken and neat at the office, doesn’t mean he or she isn’t comfortable getting dirty and expressive on a weekend painting bender. Don’t judge a book by its cover. Jobs are what we do; they don’t make us who we are.

 

Acknowledge Effort and Respect Failure

Challenging the status quo of a company can be risky, but it can also incredibly rewarding, if done correctly. Other than the bravery it takes to go against the grain, challenging employees to give their all is a perfect way to kindle a creative fire throughout the office. It’s the same principle of working out at the gym with a partner: you’re there to push each other and exert your best efforts to achieve results. If you step up your game at work, it has the potential to ignite contagious productivity throughout the entire company. Be the leader of change you hope to achieve in the company. It’s easy to become complacent with “the way things are” simply because that’s all we’ve known. But many times, there are better ways to achieve success. However, keep in mind that with risk and challenge also comes failure — which isn’t the devil in disguise we all tend to make failure out to be. Failure is part of living and working. You live. You learn. You grow.

 

About the Author

EJ-Dealy-head-shot

E.J. Dealy is CEO of The Company Corporation, which assists entrepreneurs and small business owners in forming business entities. The Company Corporation does not provide legal, financial, or tax advice.

 

 

 

 

Dr. Natalie: voted Top 20 In Social Media HuffPo
Dr. Natalie’s ebook: voted as one of the Top Ten Most downloaded Social Media ebooks- On smROI

Click here to watch my videos on Social Media ROI:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company


Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!

What we do: We work with companies to deliver increased revenue and decreased costs:

  • Executive Leadership Guidance on Strategy and Business Use of Social Media
  • Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
  • Social Media ROI – set-up measurement capabilities and dashboards
  • Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
  • Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
  • Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
  • Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
  • Social Media Training, Organizational Change, Motivation and Goal Setting

My book: Like My Stuff: How To Monetize Your Facebook Fans

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IQPC Social Customer Relationship Management And Social Media Management

Wondering how to manage or interact with your customers? In session, we look at what does customer management look like and what is social media management. The comprehensive online summit was designed to seize how to take advantage of the valuable CRM opportunities in social media by revamping all facets of your customer management effort and significantly improving your ability to engage the target audience.

The presentation topics we look at delivered by battle-tested industry experts and thought leaders included:

  • Delivering meaningful customer service via social media
  • Understanding and adapting to changing customer perceptions about social
  • Controlling the reputational risks of social media
  • Designing the ultimate social “customer experience” and
  • Separating fact from fiction on “social ROI.”

To get to the content, here’s the link – just click on the graphic:

IQPC Customer Management

Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!
What we do: We work with companies to deliver increased revenue and decreased costs:

  • Executive Leadership Guidance on Strategy and Business Use of Social Media
  • Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
  • Social Media ROI – set-up measurement capabilities and dashboards
  • Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
  • Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
  • Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
  • Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
  • Social Media Training, Organizational Change, Motivation and Goal Setting
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Social Innovation and Innovation Management — Dr. Natalie’s Keynote Speech

This talk is about the ROI of Acknowledgement. Some might think that’s something that can’t be measured. In fact, there are many things that people claim can’t be measured. At the Spigit Innovation Summit I presented the idea that if employees and customers are acknowledged for their ideas, great things can come of it. The ROI of Social Innovation can and is being measured. Here’s the video of the talk… and below the slides…

Here’s the slides:

 

Dr. Natalie’s Executive Success Acceleration Firm™
Executive Business Strategy Advisor & Social Customer Experience Industry Authority & Consultant

The Doctor Knows Social Media ROI & Our Business Strategies Rx Get Results!
Our Motto? Be Awesome by: Learning, Sharing & Growing!

What we do: We work with companies to deliver increased revenue and decreased costs:

  • Executive Leadership Guidance on Strategy and Business Use of Social Media
  • Social Media / Business Benchmark Assessments – Tell you what you got/ what you might consider
  • Social Media ROI – set-up measurement capabilities and dashboards
  • Workshops on Business Strategy: Customer Experience, PR, Marketing, Customer Service & Internal Employee Advocacy
  • Instructor MEMES Summer Institutes at UCLA Anderson & UCLA Extension
  • Customer Experience / Social Customer Service Excellence Benchmarking Assessments & Advisory
  • Software Company Visualized-ROI, Persona-based Solution Selling w/ Targeted USP & Messaging / ebooks, White Papers, Webinars…
  • Social Media Training, Organizational Change, Motivation and Goal Setting
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Serving Up Service Strategies

CRM Magazine
August 2009

CRM Magazine

August 2009

It’s hard to find someone not talking about how the state of the economy is transforming the way organizations have to conduct business. One of the most common out-of-bounds calls is to “do more with less”—something that might lead some companies to commit a double fault. Nowhere is this heard more plaintively than in the contact center—especially one still seen by its corporate overseers as a cost center.

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5 Recession-Busting Customer Service Strategies

CRM Magazine

Feb 23, 2009

During a time of economic uncertainty, with President Barack Obama’s stimulus package yet to take effect and companies still looking for places to cut, new research from Boston-based analyst firm Forrester Research stresses the importance of prudently pumping money into customer service.

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