Thanks to the digital revolution, customers are in control -
they want what they want, when they want it. Customers have access to virtually
all the information they need before you know they’re interested, and prospects
are similarly informed before you even know they exist. Such access to
information is disrupting the way you market to and connect with your
customers. So, listen up.
In a world no longer able to compete by having the best product
or price alone, today’s CMOs need to find new ways to reach and customers.
Traditional marketing like print and broadcast are still relevant, but in order
to reach today’s consumer, they need to do more. CMOs must own the customer
experience (CX), both within marketing and across the enterprise.
CX is the primary reason Virgin America developed a
following whose passion rivals that of Apple fans. A loyal fan base is a
rarity for the airline industry, which tends to be hated for a flying
experience. And it’s an experience that usually kicks off boringly with the
safety demonstration.
How many times have you been on a plane where nobody is
watching the safety demonstration? This
no longer happens on Virgin America. The airline has found a way to hark back
to what the flying experience was all about – entertainment. It has created a unique
in-flight safety video, presented with
a catchy tune, dance moves, performers and humor, the airline makes one
seriously engaging video. In fact, Virgin America released it on its social
channels and within a couple of weeks it reached over six million views on YouTube.
The bottom line is that CX is essential for brand success. Organizations looking to use the customer
experience as a differentiator would be better served finding synergies between
the CMO and CXO to create that awesome customer experience – and a competitive
edge. By finding synergies that amplify the skills the CMO brings to the
organization, companies can remain competitive in a rapidly evolving and
complex business environment. The CEO too must embrace customer experience and
it must become part of the corporate culture of an organization. It “belongs”
to everyone – from the people who answer the phones to the people who create,
develop the products.
About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business
Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.
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