Customer Experience (CX) and Marketing are two of the most important foundations for achieving success. They must be integrated to ensure that businesses can survive in today’s competitive market and drive a Return On Investment (ROI). CX and Marketing are like the two wings of a bird. Just as a bird needs both wings to fly and reach its destination, businesses need both CX and Marketing to soar towards success.
CX is the left wing, responsible for building customer loyalty and advocacy by providing a seamless and personalized experience. On the other hand, Marketing is the right wing, responsible for attracting new customers and promoting the brand. Without one wing, the bird cannot fly in the right direction, and without integrating CX and Marketing, businesses cannot achieve ROI or survive in the competitive market.
In today’s fast-paced world, businesses that leverage both wings and integrate CX and Marketing will soar high and reach new heights of success. To illustrate this point, let’s take a look at an imaginary conversation between Marketing and CX as they discuss how their integration is essential for ROI.
Marketing: “You know, it’s like Darwin’s Theory of evolution. For a business to survive and thrive in today’s digital economy, integration between CX and Marketing is key.”
CX: “That makes perfect sense! We are the environment in which brands develop — by creating memorable experiences, we can ensure that consumers have a positive opinion of the brand and build loyalty.”
Marketing: “Exactly! The best way to ensure brand loyalty is to create an integrated strategy that combines both CX and Marketing. With this approach, businesses will be well-positioned for achieving ROI in today’s ultra-competitive marketplace.”
CX: “That’s true. Our jobs are at stake without ROI! We need to make sure that business is delivering value to the customers and is yet profitable — something that’s essential for long-term progress…but...how do we supposed to do that?”
Marketing: “We’ll reinforce our Brand Positioning through every customer touchpoint: from tone of voice to visual style, packaging, distribution channels, and even our sales team — the way we Look, Talk and Act. That’s how customers will find us, buy from us, and recommend us!”
CX: “That’s a great place to begin! We can use data-driven insights to create experiences that will engage such customers, build loyalty, and drive ROI… But to drive ROI, we should start by understanding the perception of our profitable customers. What experiences do they want and expect, and what kind of messages resonate with them?”
Marketing: “Yes, but do you see customers are not alone there in the marketplace—a cut-throat competition is waiting for us. If we don’t understand their strengths and weaknesses, and how can we differentiate ourselves? — they will steal our customers, even the loyal ones!”.
CX: “So let’s get this straight! So we’ll gather insights on what our customers and our competitors’ customers are saying”.
Marketing: “Yes, absolutely. And once we’ll have insights from both types of customers. We’ll align the right messaging with our Brand Positioning; and then we can optimize the messaging over time so that it remains effective and relevant.”
CX: “And then we’ll use the same messaging at each touchpoint of the customer journey. So, customers feel like we’re speaking the same language—as you said, ‘Look, Talk and Act’.
Marketing: “That’s right. Now let’s get back to your point that ‘we need to make sure that business is delivering value to the customers and is yet profitable.’
CX: “Yes, that’s the route to drive ROI. We should start by improving ‘profitable’ customers experience, pain points or gain points and then roll out to other customers.”
Marketing: “Right! That’s how we prioritize! So let’s work together to create an integrated strategy that focuses on ROI!”
CX: “It’s a deal! Let’s get started!”
Did I miss something important? Let me know if you have any ideas, thoughts, or questions.
Learn about the following terms here:
What is Brand Positioning?
How to Position Your Brand When You’re Not First To The Mind?