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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