What does the rise of CX really mean for marketers?

 What does the growing importance of customer experience mean for today’s marketer? How is it impacting the role? And what about the influence of digital on both customer journey and marketing delivery? We asked Michel Koch, CMO at Time Inc. UK.

Last week I spoke about the growing importance of – as well as the changing nature of – the customer experience. Brands are increasingly recognizing that focusing on delighting the customer will be a key competitive differentiator going forward – perhaps the most important.

So what does that mean for today’s marketer? How is it impacting the role? And what about the rising influence of digital on both the customer journey and marketing delivery? We asked Michel Koch, CMO at Time Inc. UK and recent winner of the CMO Digital 2016 Award for Best Marketing Innovation, for his thoughts…

Michael Koch, CMO at Time Inc. UK:

“It’s interesting to see the new roles that you see happening in these companies, and how brands actually are embracing that sort of digital change. People are not so much talking about digital anymore, which is also good news, ’cause that’s taken for granted now. The new thing is the customer, and I think a lot of people would agree here that they still struggle with getting the customer at the forefront of the strategy, of the board, and making that kind of improved customer experience with the brand happen.

The brand experience is all about the customer experience. So, if you get that wrong and don’t sort of embed in the brand what the experience should look like, then you’re likely to have big failures at the end of the funnel where actually, someone in customer service will not get the brand and will act on it differently than you expect as a marketeer.

So, it’s about getting the whole journey right and then capsulate it in the brand”.

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