Thanks to today’s fast-evolving digital landscape, traditional competitive advantage through product has been superseded by the experiences that surround what a brand produces or supplies.
The changing value chain has made it more complicated to engage and retain customers. In turn, this has raised the need for businesses to appoint a senior executive who can not only champion, but orchestrate end-to-end customer experience.
CMOs are increasingly being positioned as the appropriate custodians of customer experience and are stepping up to the plate to take ownership with more wide-reaching and optimised marketing activities, and a greater understanding of the customer’s entire journey.
The question is, what does it really take to lead your organisation’s entire customer experience ambitions? How do you, as a marketing leader, extend your skillset, functional smarts and executive influence to succeed?