10 Jan Dear CEOs, please blow up the silos
In a world where everything communicates (from a phone call, to a website, to a store entrance, to an ad tagline, to packaging, to sales language and beyond), modern day marketers must be given the keys to defining the entire customer journey, not just the ‘attraction’ bit.
People expect consistent tone, consistent voice, consistent purpose and consistent presentation from brands. So if just one part of your brand’s presentation is ‘a bit off’, at best you risk undermining what your business is trying to achieve and at worst, you create doubt in people’s minds about your business’ authenticity.
It is beholden on CEOs to give marketers this responsibility and it is beholden on the digital, social, packaging, research, product development and customer service teams to work in complete harmony with the marketing department to deliver a consistent and coherent customer experience.
These historically disparate teams must now work together towards one common goal; creating a customer experience anchored around the needs of the customer not the needs of the business.
So this is a shout out to all CEOs to blow up the silos and put marketers in charge of nurturing ‘customer experience’ from awareness to sale and then to continue adding value in the ongoing relationship.