Customer Experience replaces advertising as marketers key focus
Marketing departments are moving from an advertising silo and non-interactive communication to a natural part of the sales cycle and an extension of customer service. Marketers must care about the whole customer journey and use integrated tools, drive engagement, track the buyer’s journey, measure sentiment and loyalty.
The winners in customer experience, companies like Nike and Apple are creating echo systems of value with the customer at the centre.
Are we ready to embrace this shift and claim the high ground or be displaced by the emerging “chief customer officers”.