Essentials Report

Research Overview: Championing CX

Create A Marketing Environment For CX To Thrive

August 2nd, 2021
Angelina Gennis, Senior Analyst
Angelina Gennis Senior Analyst
Jen Sanning, VP, CMO Executive Partner
Jen Sanning VP, CMO Executive Partner
With contributors:
Mike Proulx , Dipanjan Chatterjee , Chahiti Asarpota , Jim Nail , Peggy Dostie

Summary

Customer experience (CX) is a CMO imperative because CMOs who champion CX can ensure that brand is infused throughout the customer lifecycle. But championing CX requires understanding the relationship between CX and brand, as well as an understanding of CX management to play an effective role in improving the customer experience. This report rounds up existing reports that explain the opportunity for aligning CX and brand and that demonstrate how CMOs should take a leadership role to ensure that the customer experience is rooted in the brand promise, values, and personality.

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