Instead of focusing directly on customer needs, marketing leaders often focus on a channel-first CustomerExperience. GartnerMKTG analyst Leah Leachman discusses why we need to flip this thinking in cmswire. Explore how to get started here:
Develop a customer-centric value statement for guided decisions.In today’s current environment, marketing feels more about cost and efficiency than about creativity — the balance between art and science is askew. The relentless pressure to achieve more with fewer resources, amid stagnant budgets and the ongoing need to demonstrate their value to leadership, coupled with looming market challenges, has left marketing leaders besieged by both internal and external forces.
One of the barriers, which is partially self-inflicted, is that marketers have been all about the customer, but not in the way that they should. They have been adding more to the experience, more channels acquiring more data, but to no avail. A mere 5% of customers recalled a memorable and valuable digital interaction with a brand.channel-first customer experience
, which is putting the proverbial cart before the horse. Marketers must build their CX by identifying the customer needs first before focusing on channels. While it may seem straightforward, it's surprisingly common for marketing leaders not to adopt this approach, whether due to technological debt or other internal factors.
Ultimately, this approach fosters stronger, more sustainable customer relationships, resulting in customers who are more likely to make a purchase, demonstrate brand loyalty and be willing to pay a premium. With such positive outcomes, the question then becomes — how exactly do we achieve a customer-focused
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