Best Practice Report

The CMO And CXO Must Partner To Transform The Customer Experience

Focus On Workstreams, Not Org Charts

August 2nd, 2021
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
With contributors:
Mike Proulx , Martin Gill , Su Doyle , Jen Sanning , Melissa Chaudet , Rachel Birrell

Summary

Customer experience (CX) is the top priority for 49% of global B2C marketers; 28% have already merged brand, marketing, and CX into a single team. However, too many brands still have marketing and CX silos that prevent them from creating aligned, resonant brand and customer experiences. As a result, they will fail to seize the opportunity to deliver on their brand promise through their customers’ journeys. Stop obsessing about who owns CX in your organization and instead use key catalysts like journey-centricity, brand values, innovation, and employee experience (EX) to bring marketing and CX operations together.

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