Moving Brands Towards Customer Centricity
Many of CMO.com’s exclusive contributors over the past couple of weeks shared about the customer experience and moving brands to a place of customer centricity. As one contributor shared, customers today are more informed. Their expectations are higher and they exercise a greater degree of control over what they give their attention to. For a brand to grab and hold consumers’ attention, much thought must be given to their personal journeys and how they impact the consumers’ buying choices. Brands need to give a great deal of attention to the customer experience and to giving the customer control.
CMO.com had a chance to interview the CMO of Atom Bank, which is about to launch as the UK’s first app-based digital-only bank. CMO Lisa Wood shared the strategies Atom Bank is adopting to give customers more control over what matters to them most when it comes to banking—their money. Not only is Atom Bank working to empower customers and connect them to their money, they’re also using analytics to nudge customers with suggestions for better managing it.
Mhairi McEwan, Group CEO for Brand Learning, shared some strategies for organisations looking to increase growth. The strategies begin with embracing more customer-centred leadership. This involves restructuring a company by beginning with the customer experience and working backward. Additional strategies for increasing growth McEwan shared include establishing a growth purpose and pursuing innovation and collaboration.
Marius Smyth, Managing Director EMEA for AdRoll, shared some insights on attribution models in marketing in light of the increase in programmatic advertising. The key driving question for marketers is to find out just how much influence a piece of marketing played in a successful conversion. Smyth encourages marketers to embrace attribution models that track multiple customer touch points in order to “give credit where credit is due.”
Klaus Sommer Paulsen, CEO & Founder of AdventureLAB and Co-Founding Partner of, CNA | SOPHIS, shared the need for brands to use new technologies to be innovative in finding new solutions and strengthening customer relationships. He described the benefits of the Audience Experience Loop, which is about creating a “a virtuous circle of the customer experience from the Before, During, and After stages of a conversion, which ultimately leads to more conversions.”
In an exclusive interview with CMO.com, Monika Schulze, Global Head of Marketing at Zurich, shared what she’s doing to bring more of a customer focus to the German insurance company. This includes learning to speak the customer’s’ language and shaping the combination of media based on the target customer’s journey.
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