Facing the Challenges of Evolving Customer Expectations
There’s no doubt that the digital revolution has put customers and their expectations at the center of a brand’s marketing strategy. Marketing, in large part, is about the customer journey and personalising an experience that is unique and inspiring. Of course, though, as consumer expectations are always changing, so must our marketing methods. Several contributors over the past couple weeks shared their thoughts on how to shape the customer experience and face challenges along the way in our exclusive content on CMO.com.
Brands often operate from an assumption that reducing the amount of effort a customer has to go through gives the brand a competitive edge. Stuart Crawford-Browne, director at Phoenix Rising, shared some reasons brands may want to increase customer effort. He argued that making the customer experience overly intuitive could result in an experience that is “automatic, invisible, and easily forgettable”. He suggested a helpful distinction between unproductive and productive customer effort.
Virgin Media’s head of marketing, Rhona Bradshaw, sat down with CMO.com to discuss the role of digital in marketing. The digital revolution created opportunity for customers to connect with the brands they love, which has caused many brands to reevaluate their level of customer-centricity. Bradshaw discussed the way customer data has grown to drive company decision making, including where to advertise, what products to create, and what conversations the brand should have.
Tim Grimsditch, director of global product and performance marketing at Spotify, shared the ways his company is personalising a unique customer experience. For Spotify, the customer experience is all about storytelling, personalising narratives around the music customers have been listening to. Grimsditch encouraged brands to utilize storytelling to deepen their connection with customers while giving customers something to share that leads others to the brand.
In an exclusive interview with CMO.com, Guy North, managing director at UK broadcast service, Freeview, shared some of the challenges his company faces in a world where consumers have so many different ways to access content. Freeview aims “to provide a really simple, honest, and easy-to-understand way for people to get the content they love”. North also shared the company’s goal of bringing technology to the mass market in accessible and affordable ways.
Several Gartner analysts shared their thoughts on the future of marketing. Vice president Yvonne Genovese compared the role of the CMO to the hero’s journey, suggesting that today’s marketer sets a goal, puts together a team, fights important battles along the way, learns new things about what will drive success throughout the journey, and succeeds at the end. Research director Augie Ray compared the customer journey to a story with characters, with the customer being the most important character. Ray emphasised the role of the marketer as the one shaping the entire journey and the responsibilities and challenges that entails.
We hope you’ll like our exclusive content on CMO.com and learn from some of the world’s top marketing minds. Please let us know what you think.