jonathan browne, congreso dec. brand, marketing and customer experience: better together?

Jonathan BrowneSenior Consultant serving Customer Experience Professionals de Forrester@jonathanbrowne @Forrester

Brand, marketing and customer experience: better together?

© 2016 Forrester Research, Inc. Reproduction Prohibited 2

Agenda

› Are Marketing and Customer Experience on the same page?

› What tactics can you adopt to prevent brand and CX dissonance?

› How must companies adapt to achieve brand and CX convergence?

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Are Marketing and Customer Experience on the same page?

4Ps: Product, Price,

Placement, Promotion

3 Es: Effectiveness,

Ease, Emotion

Segments Personas

Brand CXCX teamsMarketers

Segmentation RetentionTargeting Enrichment AdvocacySizing

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Marketers and Customer Experience teams have complementary goals but use different tools and tactics

Source:

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Brand CX dissonance erodes trust

Source: http://mediocrefilms.com/

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Across industries and markets, meeting customer expectations is a key to success

Forrester report “Customer Experience Drives Revenue Growth In Europe, Too.” (December 2015)

UK Cable Industry German Banking Industry

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In the age of the customer, your brand and CX reinforce must reinforce each other

Age of manufacturing

Mass manufacturing

makes industrial

powerhouses

successful

Age of distribution

Global connections

and transportation

systems make

distribution key

Age of information

Connected PCs and

supply chains mean

those that control

information flow

dominate

Age of the customer

Empowered buyers

demand a new level of

customer obsession

© 2016 Forrester Research, Inc. Reproduction Prohibited 10

Agenda

› Are Marketing and Customer Experience on the same page?

› What tactics can you adopt to prevent brand and CX dissonance?

› How must companies adapt to achieve brand and CX convergence?

How can we set expectations …

… and meet those expectations?

What do your target customers expect?

What experience do they perceive?

What experience do you intend to deliver?

Nike stays true to its brand, while putting

customers in the driving seat

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Four tactics to help your organization to avoid brand and CX dissonance

1. Communicate a vision that sums up your brand identity and

builds empathy for the customer journey

2. Internalise a combined portfolio of CX and marketing tools to

enrich customer understanding

3. Co-create and co-locate so that everyone understands their role

in shaping the experience

4. Connect brand And CX metrics for a richer understanding of

customers' perceptions

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Use vivid and memorable artefacts to bring brand and CX to life for employees

›Clearly communicate the unique attributes of the

brand

›Develop a shared understanding of and empathy

with the customer journey

›Enable employees to consistently and

autonomously do what's right for the customer

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Airbnb’s storyboards illustrate emotional moments in a stay

Source: Huyi C WordPress.com blog and Adaptive Path

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Four tactics to help your organization to avoid brand and CX dissonance

1. Communicate a vision that sums up your brand identity and

builds empathy for the customer journey

2. Internalise a combined portfolio of CX and marketing tools to

enrich customer understanding

3. Co-create and co-locate so that everyone understands their role

in shaping the experience

4. Connect brand And CX metrics for a richer understanding of

customers' perceptions

© 2016 Forrester Research, Inc. Reproduction Prohibited 18

Enrich customer life-cycle understanding with journey maps

Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)

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Four tactics to help your organization to avoid brand and CX dissonance

1. Communicate a vision that sums up your brand identity and

builds empathy for the customer journey

2. Internalise a combined portfolio of CX and marketing tools to

enrich customer understanding

3. Co-create and co-locate so that everyone understands their role

in shaping the experience

4. Connect brand And CX metrics for a richer understanding of

customers' perceptions

Confidential - Reproduction prohibited Images purposefully blurred

Co-creation that engages people from the

entire ecosystem in one room is a silo buster

Western Union co-created experiences

with customers, employees, and

executives

© 2016 Forrester Research, Inc. Reproduction Prohibited 22

Four tactics to help your organization to avoid brand and CX dissonance

1. Communicate a vision that sums up your brand identity and

builds empathy for the customer journey

2. Internalise a combined portfolio of CX and marketing tools to

enrich customer understanding

3. Co-create and co-locate so that everyone understands their role

in shaping the experience

4. Connect brand And CX metrics for a richer understanding of

customers' perceptions

© 2016 Forrester Research, Inc. Reproduction Prohibited 23

Sage Software North America blends CX and Brand metrics in a prioritization grid

Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)

© 2016 Forrester Research, Inc. Reproduction Prohibited 24

Agenda

› Are Marketing and Customer Experience on the same page?

› What tactics can you adopt to prevent brand and CX dissonance?

› How must companies adapt to achieve brand and CX convergence?

© 2016 Forrester Research, Inc. Reproduction Prohibited 25

The need for brand and CX convergence will challenge current operating models

› Who will own CX and brand? Firms will pursue divergent models for

brand and CX leadership. Chief Strategy Officers will emerge to lead

both functions in many companies.

› How will firms become more responsive? Data will be liberally

shared to get customers’ feedback into the hands of front line

employees who can act upon it.

› What skill sets will be required? The future belongs to teams that

blend creative, digital, and analytical skill sets with good storytelling

skills to deliver individualized, emotional, and continuous experiences.

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Jonathan Browne

+44 20 7323 7652

jbrowne@forrester.com