Top 5 Trends for CMOs: Shared Ownership of the Customer Experience

by admin on August 16, 2012

in Customer relationships

In 42 Rules for Growing Enterprise Revenue, I talk about the fact that customer relevance is a corporate skillset, not a departmental one.  Creating a positive, customer-relevant experience involves many parts of the organization, and the speakers at the recent Churchill Club CMO panel provided lots of validation and great examples of why shared ownership is critical.

Nora Denzel, Senior VP of Big Data, Social Design and Marketing at Intuit commented that Intuit’s CIO, sales, and marketing all contribute to create the customer experience.  Lorraine Twohill, VP of Global Marketing  at Google agreed that cross-functional collaboration is critical because while Marketing focuses on customer acquisition, keeping customers and making them happy is what sales, support, and IT (in a SaaS company) do.   Jonathan Becher, CMO at SAP, summed it up well.  “The SAP experience is about the company, it’s not a marketing thing. If it were, no one would pay attention,” he commented.

Bottom Line: Consider making great customer experience an objective for every organization that impacts it.

  • Ask each functional team to identify specifically how they affect customer experience.
  • Set detailed objectives in your annual and quarterly plans for how they can improve the department’s contribution to a great customer experience.
  • Identify opportunities for cross-functional initiatives to offer new value to customers. It’s these that often have the greatest impact.

Please share how different parts of your company are collaborating to serve customers better.

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