One of the most significant changes CMOs face today is gaining a new understanding of who their customer really is. The modern CMO understands — now more than ever — that his or her internal customer is just as important, if not more important than the customer actually involved in the buying process. After all, employees are the ones to leave a first — and a lasting — impression on your customers. Maybe that’s why Richard Branson said, “If you look after your internal customers you don’t have to worry about the external customers.” The employee population has become a strategic and critical link in the customer experience. That’s why CMOs must formulate strategies to market “to and through” employees across the enterprise.
Just a few years ago, making sure stakeholders (beyond the marketing department) understood the customer and corporate message was a luxury — a nice to have. Today, it is a business imperative. Why? Because now, the customer experience is the battleground on which business is won or lost. Now, the customer experience is made up of so much more than just a new website or campaign.
It takes a village to deliver a clear, compelling corporate message throughout the entire customer journey. It takes unwavering commitment (time, resources and investments) to ensure every stakeholder that plays a role in the customer experience is able to bring a consistent story to life. As the CMO, you own this. You are responsible for developing the comprehensive initiatives that institutionalize the process, culture, mindset and behavioral changes required to ensure your company delivers a clear, compelling and consistent message in the market.
Download the full white paper on “Material Changes in the Customer Experience and the Profound Impact on CMOs” to learn more.
