Jason S. Bradshaw argues marketing and customer experience must align because marketing's promises shape what customers expect. When marketing, sales, product, and service work together, customers become repeat buyers and advocates, which beats any paid campaign.
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Hi and welcome to another live edition of Talking Points with me, your host, Jason S. Bradshaw. And as always, I'm grateful that you're taking the time to catch up with today's thoughts. Whether you're watching live or catching up on the replay, I appreciate you taking the time. Now, we've been together exploring some of the most search terms when it comes to customer service and customer experience experience on the web. And today we're doing another question. And the question is, is customer experience marketing? But before I dive into that question, let me remind you that every fortnight I release my Talking Points with Jason newsletter and you can subscribe to that at my website, Jason sbradshaw.com or on LinkedIn. Now that's out of the way. Is Customer Experience Marketing? Well, let me share with you a couple of things. I once spoke at a marketing conference for chief Marketing officers. I was the closing speaker at that event and on the stage I opened with Marketing should report. Marketing functions should report to the Chief Customer Officer. Now that probably shocked a few people in the room, but I still do stand by that. And the reason I stand by that is because the customer's experience isn't one transaction. It isn't one interaction. It is the combination of every interaction and every transaction with you and your brand. Your customers will choose to buy from you again or recommend you to their friends and family based on how your brand and your products deliver against the promises made through everything that you do. And marketing consistently demonstrates that they are making promises to customers to have them come back to have them try you out. Marketing therefore impacts the customer's experience. Let me explain further. If you run a marketing campaign or you have a brand positioning statement that says we're the easiest to do business with and then your sales department, your product engineers, everyone else doesn't pay attention to that and just creates whatever they create. Whether it's easy or hard doesn't matter. Then when your customers interact with you, there will be a disconnection between the promises made from marketing and the experiences delivered by the team. So is customer experience marketing or is marketing customer part of customer experience organizational chart wise? It doesn't really matter. They can be two separate divisions, they don't have to be one. My point is that everything that your business does has an impact on the customer experience. And the best form of marketing is having your own customers advocate for you to their friends and family. Customer experience can generate repeat and referral business, create loyal lifetime owners and advocates. That is the best form of marketing. Any organization can have can can absolutely hope for. So is customer experience marketing? Well, I'll let you answer that question yourself, but customer experience has a profound ability to increase customer loyalty, repeat and referral business. Like I said, let's create some lifetime owners and advocates and marketing and customer experience customer service sales product. The business needs to be aligned about the promises you're going to make and to ensure that they are delivered so that the customer's experience is actually congruent with the promises made by marketing. Customer experience is your key to repeat and referral business. Until next time we talk, I wish you great success.
