The chief marketing officer has become one of the most important, and indeed, influential, executives in the C-suite.
CMOs uniquely represent the voice of the customer, the deep understanding of whom is critical to business success today. Meanwhile, the CMO role’s scope and complexity is much broader than it has ever been.
https://www.forbes.com/sites/jenniferrooney/2018/06/21/the-worlds-most-influential-cmos-2018/#1f32ca491e66/
For new business owners, establishing brand awareness, launching new products and standing apart from competition is no easy task. Marketers at emerging brands are inherently time poor and often operate on shoestring budgets, so breaking into crowded markets and reaching consumers is a considerable challenge. Hiring marketing staff or third-party advertising agencies is an expensive investment and a luxury for most SMBs, so how can new brands make a big splash given their limited bandwidth and resources?
http://multichannelmerchant.com/blog/5-ways-new-brands-can-use-the-voice-of-the-customer/
It’s their service, the experience you go through and how they treat you. Customer experience is more officially known as the sentiment associated with a company’s ability to provide positive experiences to their customers. Services range from one-on-one interactions where a support agent resolves a customer issue, to exchanges with the brand on a more public scale.
You can think of it as the product of an interaction between an organization and a customer over the duration of their relationship. And it’s a critical component of today’s marketing mix.
http://business2community.com/customer-experience/is-customer-experience-driving-your-2020-marketing-focus-02269889/
There’s a reason why Yelp’s influence can make or break a restaurant in a matter of just a few reviews -- customer service is the be-all and end-all of good business. Customers are the backbone of every business and while acquiring them is difficult, retaining them can be even trickier.
If a business is having to constantly find new customers, it’s going to struggle to create any long-lasting growth. Meanwhile, if another business can keep its customers happy, those customers will refer the business to new customers.
http://entrepreneur.com/article/342677/
Having the right tools in your toolbelt is a fundamental part of being a successful digital marketer. In fact, it’s almost impossible for digital marketers nowadays to perform their daily tasks without the assistance of these tools; tools that help automate processes and save precious time and money, ensuring a good return on marketing investment. From email marketing and CRM tools to analytics and project management, there are quite a few tools to choose from when forming your own martech stack this year.
https://mopinion.com/nl/top-27-tools-martech-stack-2020/
Customer experience is undergoing a massive shift — similar to how smartphones took hold ten years ago. At that time, if your brand didn’t have a mobile strategy it’s likely you didn’t survive. Today, we’re on the precipice of the next catalyst: Voice.
In her annual Internet Trends Report, influential analyst Mary Meeker named voice one of the top trends of the year, noting the rise in mobile voice and improved voice recognition. We’re entering a new era of customer communication as people transition to mobile-only and voice assistant usage — which surged by an estimated 130% in 2017.
https://www.mediapost.com/publications/article/319668/the-rise-of-voice-are-marketers-listening.html/
Marketers are too obsessed with their Net Promoter Score. They’re not seeking feedback for improvement, they’re trying to hit a KPI.
But unsolicited feedback is where the good stuff happens.
One of my most successful strategies used old Facebook comments from customers enquiring about a discontinued product. The client had previously dismissed them with a generic apology.
https://mumbrella.com.au/marketers-should-stop-asking-for-feedback-and-start-listening-to-it-526697/
Voice of the Customer (VoC) programs have become a strategic asset for the most forward thinking and customer-centric CEOs, CMOs and customer experience leaders. In fact, in the most recent Best Practices of the Best Marketers Research Report, Chief Marketing Officers whose performance ranked them in the top quartile used VoC programs a whopping 48% more often than their lower performing peers.
It’s been my experience that most companies think they know what their customers’ want—and more often than not they are either partially correct or incomplete. Either scenario results with a cascading effect that degrades product R&D, marketing communications, sales effectiveness, services delivery and customer experience (CX) objectives. The negative financial impact incurred in any one of these areas is a significant hidden loss than goes unrecognized by most business leaders.
http://www.crmsearch.com/voc.php/
In superior/subordinate relationships, subordinates often develop negative feelings over time. Part of that is natural -- as with the persnickety teens above -- as we attempt to assert our individuality. Part of it may be the result of poor prior experiences with authority. Part of it may owe to emotional immaturity and inappropriate reactions to having one's ideas challenged. In any event, most of us can recall a time when our own issues caused us to push back against the advice or orders of others. In a CRM context, that tendency can directly endanger efforts to improve sales, support and marketing.
https://www.crmbuyer.com/story/85423.html/
Everybody is talking about customer experience (CX), but like many other hot industry terms, it can mean different things to different people. I like the Wikipedia definition: “Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences during their experience.”
Marketing definitely has a significant role in supporting each of these components. But the old adage that marketing gets the customer and customer service keeps the customer is overstated. A reputation for great service can help the company get customers and marketing has an important role in keeping them.
http://customerthink.com/7-ways-marketing-can-boost-your-cx-performance/
