How relevant is marketing communication spend in a world where customer experience is the biggest driver of brand performance?
How can all aspects of the brand experience be optimised? A panel of brand marketers who are investing heavily in Customer Experience talk about their learning to date and how they anticipate this focus will pan out in the future.
The effect of technology on customer experience
- There is nothing new about brand and business success being driven by a focus on delivering a great customer experience, and it’s certainly not all about data and technology.
- But the capabilities (speed, cost, personalisation, joining up delivery across touch points) of data and tech have driven CX to the forefront of marketing effectiveness and set the bar higher. The delivery of a holistic customer experience is something no brand can ignore.
“Improving customer experience has driven growth in the business more than anything else”
Jeremy Ellis TUI timecode 21.51
What is the role of marketing?
- The CX world is still one in which marketing communications and the marketing department play an active part but one that has to be co-created, co-owned and co-delivered by the whole organisation. And for many organisations that are still siloed in nature, this heralds challenges, new ways of thinking and working.
- Rather than a comms idea, it’s more likely to be driven by a growth-driving business agenda and broader purpose.
- But as the consumer experts in the business it provides marketing people with the opportunity to extend their role to a broader palette of touchpoints, working alongside others to reinvent service and the customer experience.
What are the barriers?
- Less than one in three organisations are truly joined up enough to deliver a compelling, coherent CX – massive silos still persist, with change often creating new silos.
- Strategy is too siloed with rigid, short term gains prioritized.
- People must be empowered right across the organization
“Customers are incredibly uncompromising. They demand an outstanding experience through every interaction”
Rich Bryson Brand Learning timecode 03.50
How can organisations achieve joined up CX?
- Joining up delivery demands invention in strategy and execution, co-owned iteration and continuous improvement, for example, Virgin America’s constant reinvention of services
- Integration of real working practices; fluid processes, cross-functional teams, with marketing bringing insight as the customer champion.
- Ingenuity in people; with systems, technology/ AI empowering people to respond to customers rather than execute top-down instructions; e.g. Zappos.com
“Our job as a cross-functional team is to become more relevant more often and therefore drive frequency with customers”
Nathan Ansell M&S timecode 12.21
Marks and Spencers and TUI
- The session shared two inspiring CX cases studies (see the video), for M&S Food and Tui.
- Both are excellent examples of the principles for a successful CX driven strategy and delivery. They start with a ‘whole business’ growth objective, and a clear purpose and vision, which tickles down to holistic delivery across all touch points via fluid cross-functional teams.
(Chair) Rich Bryson Group Client & Propositions Director Brand Learning
Nathan Ansell Global Director – Loyalty, Customer Insight and Analytics M&S
Jeremy Ellis Marketing and Customer Experience Director and Member ISBA Executive Committee TUI UK & Ireland
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA