Use customer journeys to align customer experience and marketing teams

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PHOTO: Rod Long | unpack

Consumers’ habits have seen considerable change in the last 18 months, and that behavior continues to evolve as they now acclimate to a post-lockdown world.

Customer-centric companies, in their efforts to meet these changing customer expectations, are looking for new ways to measure and improve the customer experience. Many are turning to industry leaders like Comcast and Citi, who use a travel-based approach to keep their entire organization focused on what matters most – its customers. Organizations that align around travel are more effective in critical CX capabilities such as cross-channel data integration and analysis, data-driven insights-based action, and CX impact quantification. in business results. But if the marketing and CX teams are out of sync, all of these efforts can go off the rails.

A new survey by Pointillist found that disconnects between marketing teams and CX are negatively impacting customer experience and business results. Let’s explore the reasons behind that disconnect and how you can leverage a travel-based approach to increase alignment, improve collaboration, and achieve your own business goals.

Marketers say they are more customer-centric than their CX peers realize

Marketing teams have a more optimistic assessment of their level of collaboration with customer experience teams than their peers at CX. More than 66% of marketers believe they are closely aligned with CX on a customer-centric approach and goals, but only 44% of CX leaders agree.

While marketers say they prioritize CX initiatives and are closely aligned with CX teams, their customer experience counterparts disagree. In fact, 55% of marketers say they are very or extremely effective at taking action on customer insights and feedback data to drive business impact, while only 39% of their peers from CX agree.

This disconnect has consequences. Despite top management’s claims to focus on the customer, operating in silos leads to disjointed experiences that frustrate customers and negatively impact CX and business results.

For example, if a customer is in the middle of a marketing and support journey submitting an upsell campaign, your customer will feel that your organization does not understand their current goals and needs. Bad experiences like this add up and can lead to low customer review scores and ultimately lost customers.

Unsurprisingly, high-performing organizations report a closer alignment between CX and marketing than low-performing ones. Marketing and CX teams in high-performing companies are 2.1 times more likely to be closely aligned with a customer-centric approach and goals, and to regularly collaborate on CX initiatives. This level of collaboration leads to greater satisfaction with investments and the results of the customer experience.

Related Article: Where Does the Customer Experience End and Digital Marketing Begin?

Leading organizations use customer journeys to align CX and marketing

While it’s crucial to align CX and marketing on internal goals and approaches, it’s even more important to make sure these teams are aligned with your customer. As your clients reach their goals, their metrics and results will improve.

According to Aetna CMO David Edelman, “Customer-centric companies make it a priority to align the entire organization around their customers. Regardless of whether CX lives within marketing or is separate from it, the way a brand it is marketed must be consistent with what customers actually experience or those customers will never return. ”

Aligning with customer goals, as well as the journeys they take to achieve those goals, helps marketers and CX professionals benchmark CX performance, prioritize opportunities for improvement, and achieve desired results.

By learning how to manage and measure customer journeys, rather than analyzing isolated interactions within a limited number of touch points, your entire organization can understand each customer’s unique context and determine the best way to serve or engage them.

Related Article: What’s Killing the Customer Journey? Friction

High-performance, closely aligned teams are more satisfied with CX results

Using customer journeys to align CX and marketing, as well as digital, customer service, and product teams benefits both your customer and your business.

Together, they can ensure that every interaction, whether it’s a step on a journey to buy a product, make a payment, change your service, or fix a problem, will help each customer reach their goals efficiently, increasing satisfaction and minimizing cost effort.

The survey found that optimal alignment between CX and marketing results in greater satisfaction with critical CX capabilities. High performers are nearly 4 times more likely to be very or extremely satisfied with their ability to rapidly generate customer insights and 3.5 times more likely to be very or extremely satisfied with their ability to take action based on that insights than underperforming ones.

Most importantly, organizations that align their business around customer travel also report greater satisfaction with the results of their CX initiatives and investments.

Travel is key to customer experience and business success

We cannot predict the future or how clients will respond to global influences or personal developments. But organizing your business around customer travel can make the difference between achieving desired goals and failing to meet customer expectations.

Working together, CX and marketing can elevate customer focus above a buzzword by embracing and advocating a travel-based approach across the company. Aligning your organization around your customer and their needs will allow you to dramatically improve customer experiences. And in this way, you will see the return reflected in the CX metrics and the business results your organization measures against.

Steve leads marketing at Pointillist, a customer journey analytics and orchestration solutions provider that uses machine learning algorithms to facilitate discovery and optimization of the experiences that matter most to its customers. For the past 20 years, he has helped customer experience, marketing, and analytics professionals address a variety of challenges in customer experience, travel management, and marketing analytics.

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