Customer Experience Marketing
Customer Experience Marketing: Aligning Marketing & Customer Experience
The same title can mean very different things in terms of responsibilities, and one of the most fluid is Chief Customer Officer (CCO). As B2B companies define what they need to deliver great experiences and impact, not to mention retain and expand customer relationships, the role of the CCO can be a game changer-- or an afterthought. Where do you stand? And how do marketing and the CCO align and collaborate?
Join Megan Heuer and me on Friday, April 12th at 11 am ET/8 am PT as we welcome Lisa Nakano, noted expert on all things customer. Lisa has served as a customer engagement executive and advisor to CCOs with SiriusDecisions and Forrester speaking with hundreds of companies about how they deploy the role and what impact it can have. She'll talk with us about the options for CCOs, and when to choose each version of the role. She'll also set us straight on how the CCO can work with the marketing team to deliver customer experiences that stand out, not break down.
0:00 Introduction
1:32 Discussion on Responsibility for Closing Opportunities
3:05 Background and Career Journey
5:02 Lisa's Insights on Customer Success Owning Revenue Goals
6:56 Importance of Data Science in Tracking Opportunities for CS
9:01 Cultural Challenges between CS, Sales, and Account Management
10:33 Transition in Focus from Acquisition to Retention in Business Strategies
13:29 Addressing Conflict Between CS, Sales, and Account Management Functions
5:08 Importance of Holding Organizations Accountable for Customer Experience
17:00 Evolution and Types of Chief Customer Officers in the Market
19:03 Role of Chief Customer Officer in Balancing Customer Needs and Business Imperatives
21:12 Challenges and Advice for New Breed CCOs with Junior Teams
23:01 Strategic Evolution of Customer Marketing in Maximizing Business Outcomes
25:04 Balancing Senior CCOs with Junior Customer Success Teams
27:03 Intersection of CCO and Customer Marketing for Long-term Customer Engagement
29:05 Evolution towards Strategic Customer Life Cycle Marketing Approach
