In a study released by Pegasystems and nFusion, many marketing leaders acknowledged their companies are delivering less-than-superior customer experiences that are having a negative impact on their brand performance. One of the major reasons cited for this is the inconsistency of experiences across all touch-points.
This inconsistency problem stems from organizational fragmentation — different departments operating independently with different agendas and priorities. Company silos are not a new phenomenon, but in a world where brands are increasingly built (or destroyed) by customer conversations across social media, marketing leaders have a new imperative: They must align their organizations around the consistent delivery of great customer experiences in order to fulfill their brand promises.
Companies that consistently deliver great experiences appear from the research to have two attributes in common. The first is a CEO who is a champion for the customer, who appreciates the connection between high net promoter score and superior profitability and who insists that all departments are committed to delivering great customer experiences. The second is a senior executive, often the CMO, who operationalizes the CEO’s vision into programs and practices. These often involve defining the brand’s purpose, linking the brand purpose to every employee’s role (especially those who are customer facing), defining the desired customer experience at every touch-point, implementing feedback and measurement systems to audit results and establishing cross-functional review forums to facilitate continuous improvement.
If CMOs are to be brand champions in a digital age they must build bridges that span internal silos in order to improve customers’ experiences and influence how those experiences are shared in social media. As a marketing leader, how are your bridge-building skills? What are your challenges? Share your thoughts in the comments below.
This post previously appeared on Forbes.com. nFusion CEO John Ellett is a regular contributor to the Forbes blog. You can follow his insights for marketing change agents at http://www.forbes.com/sites/johnellett.