Beyond doing a great job in advertising, PR, messaging and engagement, have you ever thought of the other side of the equation – the customer experience?
Sometimes we can be our own worst enemies by focusing on getting the message out, and the means by which we’re doing it makes sense to us, but have we asked our customers what they think?
Forrester claims that Adaptive Marketing Confederation is the trend of the future. They define as:
“A flexible structure and culture of working with marketing staff, partners and systems that enables brands to respond quickly to their environments to align customer and brand goals.”
My take on what this means is pretty straightforward. Talk with the customer service people and sales folks to get a better sense of what the customers’ wants and needs are. I challenge marketers to get out of the office and into the field for some “Street Smarts” by calling on end users.
Forrester refers to customer intelligence teams. This goes beyond spread sheets as you need to uncover customers affinities and needs. All this is driven by data and sometimes it can become overwhelming. But you need to sort through it and along with contributions from other team members, outside marketing (sales and customer service), you can improve the customer experience.
I know this is a moving target, but if you’re not trying to improve it, your competitors will be.
