This year, customer experience (CX) has shifted from nice-to-have to must-have. We’re in what Forrester describes as the ‘age of the customer’, in which empowered buyers demand a new level of customer obsession from brands. Many marketers have reacted and are now creating personalised experiences that are unique to their business and the individual customer. But in 2016, this alone won’t be enough.
The loyal customer is now an endangered species which expects a personalised experience from any part of the business, not just marketing. This means that next year, CX is leaving the remit of the marketing organisation and will be spreading across the rest of the business to areas such as sales or customer service. Brands are starting to position the improvement of CX not so much as a marketing transformation, but as a business transformation.
While marketing will be driving the CX roll-out, no single department will own CX going forward, meaning companies need to build bridges across internal silos and tackle customer satisfaction as a holistic exercise. It’s time to start building the structures — steering committees, cross-functional teams, and centres of excellence — that can enable brands to operate with processes, policies, and systems that align with customer journeys, rather than the needs of internal departments.
By John Marks, UK marketing manager at Canon.
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