Data, Insights and Strong Leadership to Drive Customer Experience
Last week’s exclusive content on CMO.com touched on brands looking ahead to what’s next on their company’s agenda. This could involve being more customer-centric or focusing more on utilising digital channels. As the marketing world continues to evolve, with customer expectations always changing and emerging technologies disrupting the landscape, the bottom line is that brands have to develop a forward-thinking view to be prepared for what’s ahead.
Matthew Tod, partner at PwC, kicked off the week with some insightful tips on how to improve the customer experience by getting the promise makers and promise keepers of an organisation to work together. Tod encourages organisations to implement better data analytic strategies, develop leaders who are passionate about customers, and build a company culture designed to serve customers. Removing the all-too-often disconnect between marketing promises and delivery gives customers a more satisfying experience.
The CMO.com interview last week with Camilla Ramby, SVP, head of MarCom at TDC Group, touched on her company’s approach to digital marketing. One of the primary advantages Ramby mentioned was TDC’s investment in data analytics. Working closely with the analytics team has greatly increased the company’s marketing success. Ramby also stressed the importance of hiring people with digital experience because that specialist knowledge is vital to companies moving forward in the digital realm.
Digital Marketing Strategist David Reilly introduced strategic anticipation as a key characteristic of companies that are ready to face the future. Reilly describes strategic anticipation as an organisation’s ability to anticipate future trends and uncertainties in order to be prepared to compete when those trends and uncertainties arrive. Given the rate of change in the marketing world, strategic anticipation is vital to a company’s future growth.
In CMO.com’s exclusive video, Willem Wijnen, CMO of The Sting, shared what’s next for his company. His company has achieved a high degree of customer loyalty, but its aim is to begin to better understand those customers and provide more personalisedexperiences. The Sting is relying heavily on data to develop a highly personalised single customer view.
Katz Kiely, CEO and Founder of Kiely & Co, finished the week with some thoughtful tips on how organisations can attract and keep the best talent. Much of successful recruitment and retention relies upon providing a culture where employees are encouraged to work creatively and collaboratively. Organisations need to provide significant staff engagement to impact recruitment, retention, and overall growth.
We hope you’ll check out our exclusive content on CMO.com and learn from some of the world’s top marketing professionals. And please let us know what you think.