Who owns the customer and the customer experience?

Brave Marketing Podcast Series: Episode 2

Who owns the customer and the customer experience?
“We need to make sure that the messages that we’re giving about a brand, in our advertising on social media or digital, align with the experience that they have,” says Tim Reid at the start of episode two of the ADMA Brave Marketing podcast.

Speaking like a true marketer, he notes “The experience needs to reflect the tone of the brand, the imagery, the occasion, and the targeting of who that audience is.”

But Reid is not a marketer. He is the IT Manager of Campari, and he represents a new breed of executive from beyond the marketing department who speaks the language of brands.

In this episode, we drill into the expansion of the marketing mindset beyond the marketing department, and why this is important in an age when customer experience sits at the centre of decision-making.

The guests in this week’s episode include Reed, as well as ADMA Director Stuart Tucker, Michael Weeding (who has run the digital programs at financial giants such as AMP and Citibank), Liz Miller the SVP of Marketing at the CMO Council in the US, and Alison Sainsbury from Sitecore.

According to Tucker, “Customer expectations have lifted not by a little bit, they've lifted significantly. You could call it the Uber effect. Given that some disruptors have lifted their game so much, there's now an expectation that basically every customer and every brand will do the same.“

A key point that Tucker is making is that customers are empowered. “They are in charge. And I think that the balance of power has shifted so substantially — whether it's social referrals, comparison sites or online forums. We all know that brands can be destroyed overnight.”

Michael Weeding, meanwhile, describes how he has spent time studying and trying to understand organisations that seem to be successful in meeting customer’s need — or at least getting closer to it. 

“What I've discovered — and in a way I've always known — is that spending that bit more time upfront is important.

“I know there’s a big demand or big trend moving into things like human-centred design. Now, the problem I've always seen with human-centred design on its own ... is that they sometimes get too disconnected themselves from the implementation.”

On the other hand, Weeding explains how he has also learned that organisations that are able to connect with customers and build better experiences spend a lot more time in that discovery phase.

Liz Miller, meanwhile, explains why so many companies find it hard to organise around the customer.

According to Miller, “I think the reality often hits that they want to be a customer-centric company, but they're still operating as a sales- and product-centered operation.”

Finally, Alison Sainsbury is featured in our “Resonate” section, where she describes and explains the most interesting messages she has heard from the guests.

The second episode of the ADMA Brave Marketing podcast series is available for download from SoundCloud and Apple Podcasts.

For Sitecore’s guide to personalisation click here.

This podcast was created in partnership with Sitecore.

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