Organisations need to align to their values and beliefs and show that in their actions. In building this trust, organisations need to know and engage with their customers as individual living, breathing human beings in ways they have yet to explore. And they have to deliver resonant experiences across every channel and platform consistently. In the latest EY Future Consumer Index survey, 62% of respondents say they would share personal data for a completely customised online experience.
The more organisations engage with the full spectrum of human needs (and not just “customer needs”), the more data they ethically collect and the more trust they gain from their customers, the better they can anticipate and improve the products and services they deliver to their customers, which leads to purposeful growth and long-term value creation.
By embedding customer centricity throughout the enterprise, organisations can make sure customer interactions are consistent, and the internal functions all have the same familiarity and understanding of their customers’ wants and desires. Moreover, they can provide a human-centered response through the customer lifecycle. CMOs have a huge opportunity to drive this collaboration throughout the organisation so that the organisation evolves and transforms in ways that both optimally serve the customer and improves the entire experience.
Five ways CMOs can speed into the future customer experience
Here are five ways CMOs can fast-track their way into the future customer experience — one that delivers on purpose and drives profit.
1. Talk to your customers regularly — and listen to what they say. Too often, CMOs believe they have understood their customers based on a point-in-time set of interactions rather than an ongoing dialogue. Regular one-on-one interactions help CMOs and their teams understand what resonates with customers, learn about the moments that matter and how to deliver better experiences in these moments.
2. Combine the qualitative with the quantitative. When customers trust, they are more inclined to provide more data. Harnessed properly, data and analytics can help CMOs get minutely granular in their segmentation — and take personalisation to the next level without getting intrusive.
3. Design dynamic journeys with the tools for customers to create their own journeys. CMOs and other creative leaders will need to work together to design journeys that can flex and evolve with customers and give them the power to create their own journeys.
4. Flatten the silos. Silos create disconnects in data collection and analytics, segmenting customers and delivering personalised experiences that customers expect. Flattening the silos will enable CMOs and other customer-facing functions to deliver personalised experiences at every stage of the customer journey.
5. Focus on outcomes rather than activities. Today’s marketers still often focus too much on activities rather than outcomes. They incentivise and measure teams on how they perform a specific activity rather than how they arrive at the destination. CMOs need to shift the mindset of the organisation to focus on the desired, consistent and organisationally aligned outcome, such as how workers contributed to making a customer’s life better, rather than how many widgets they designed, manufactured or sold.