I recently had an engaging conversation with the CMO and the CIO of large bank. I was struck
For banks and many other companies, much of the customer experience is delivered via Web-based applications. These apps are often developed by internal IT team or implemented through third-party software. They frequently are not integrated nor reflect a common user interface. They may not be optimized for access from a smart phone or tablet or, if so, were implemented using other vendors who compound the user interface fragmentation. The “brand stewards” in marketing may have little or no involvement in the process. Customers can get frustrated and the brand is negatively impacted.
A customer’s experience spans marketing and IT functions and includes sales, operations, customer service and product management. Marketing leaders are used to the idea of being brand champions. But in today’s world, the customer’s experience is the biggest factor in brand preference and advocacy. Can a marketing change agent truly transform a brand without impacting every customer touch-point, including those originating from IT? Should the CMO also assume the role of Chief Customer Experience Officer? If not the CMO, then who? If it is to be the CMO, then how does that redefine this crucial role? Your comments are welcomed.