How Well Do Marketers Understand CX? — With Digital Marketing Expert Jay Baer
This is part of?LinkedIn's new Newsletter Series. To get insights on innovation and customer experience,?hit the "subscribe" button here.
As CX grows as an industry and continues to show its impact on the bottom line, more marketers are tasked with leading it. But how well do marketers really understand CX??
Digital marketing expert Jay Baer says that although there is a large overlap between marketing and CX, there are also crucial differences. While marketing is often tasked with bringing in new customers, CX is all about retention and creating loyal customers and strong relationships.?
You can watch the video of our full discussion below or listen to the audio version as a podcast. If you want more content like this?you can subscribe to my Youtube channel.
Press?play?below or?go here to listen on your favorite platform:
CX has never been more important than in our post-pandemic world. Across the board, customers are looking for companies that make their lives easier and offer frictionless service.?
What customers value and prioritize has changed, and they increasingly want to interact with brands that reflect their preferences and worldviews. Baer says it’s not about reaching the most potential customers but reaching customers who align with the brand’s mission and goals.?
The key to marketers understanding CX is to understand their customers. When everyone involved in CX understands customers—especially how they have changed—they can offer a more empathetic and relevant experience.?
________________
If you are reading this, you are a change agent who wants to bring better customer experiences to your company. I want to help you - and that’s why I created a?customer experience community. Don’t miss out on this incredible community.
GREAT NEWS:?I am offering a one-month trial for only?$.70 cents. Do not miss this chance to be part of the Community.
Join brands such as Ford, Hanes, Medtronic, Whirlpool, UnitedHealth, Southern Glazer Wine and Spirits, Dick's Sporting Goods, and Brooklinen!
领英推荐
Just visit?www.customerexperiencecommunity.com?and put?1MONTHTRIAL?in the coupon.
________________
Baer says that the companies that will succeed over the next few years are the companies that understand their customers the best. Customers have changed so drastically that a company that hasn’t done rich customer research in the last two years is essentially flying blind. Performing a deep dive into first-party customer research augmented by technology is the first step in marketers becoming strong CX professionals.?
Most marketers don’t spend a lot of time with customers, which leads to companies that are surrounded by data but starved for insights. Driving a successful CX strategy requires talking to customers and getting to know them—what makes them tick, what they value in a brand interaction, what they want from your company, and more. Baer’s top advice for marketers is to get on the phone and talk to customers.?
Marketing plays a vital role in every company. But as customers gain more power, CX is increasingly valuable. To participate in and lead CX efforts, marketers must have a strong understanding of customers and turn those insights and relationships into high-quality experiences.?
Press?play?below or?go here to listen on your favorite platform:
Subscribe to the podcast on:
Listen to the episode on?Apple Podcasts,?Google Podcasts,?Spotify?or?your?favorite podcast platform.
________________
Blake Morgan?is a customer experience futurist, keynote speaker, and the author of the bestselling book?The Customer Of The Future.?
Marketing management honours
1 年We learning about CX and UE in our honours program at the moment!
Helping Brands Deliver a Better Customer Experience
2 年I really enjoyed this podcast with two of my favorite CX experts! I too will be watching closely how CMOs embrace CX with more and more of them being tasked with owning the customer experience POST-purchase.
Customer Experience Executive ? Driving innovative strategies to support the customer journey and world-class service
2 年They don't. In my experience, there's a clear lack of understanding AND focus put on CX. It's just one more thing added to their "plate" of responsibilities. When this happens (and it's that majority, not the minority at this point) there is a cap on how well the CX program is run. Clients default to responding to those that had a bad experience and looking at month over month trending. That's it. Those of us in the industry know this is low hanging fruit, but most of my clients aren't given the resources to do more with their program. And when you try to show them, nothing gets done because of the resource constraints. It's a real problem for CX vendors. Eventually the value starts to stagnate. Then they question the value. Then an RFP goes out and the whole process starts over again. It's not the vendors that are holding these programs back. Most vendors offer way more than is being utilized. Companies that don't set up dedicated resources - people, teams, etc. will continue the merry-go-round until they get it.
Customer experience strategist, researcher, and author. Keynote speaker. Tequila educator. Host of The Spirit Guides podcast.
2 年loved our conversation!