Despite CX being a central component of success for marketing, it is a common practice in the business world for them to remain isolated from each other. Marketing exists to advertise the company’s products and/or services, boost sales, and create revenue options. However, this all falls short when not done in collaboration with the CX team.
Why Should We Integrate CX and Marketing?
When CX and marketing are not working under the same vision, marketing can sell an idea of the brand very far from the reality of what the customer experiences. The result of this is a very dissatisfied customer, unlikely to return or hold the brand in good regard.
This becomes even more relevant when you consider that most consumers don’t distinguish between the brand experience and the customer experience. Therefore, with CX and marketing working under the same vision and with their resources aligned, they can successfully connect with their customers, ensuring a positive experience and view of the brand.
How to Get CX and Marketing on the Same Page
To ensure lasting loyalty in customers, they need to be aware of what the company offers and receive exactly what is promised. Here are some ways to get both CX and marketing working together to achieve this:
1. Integrate CX and Marketing
It is very important for both departments to be highly collaborative. As a more extreme measure, placing the CX department under the marketing one might be the best option. In this way, all marketing and advertising efforts will be congruent with what the customer will experience as they interact with the company.
2. Define a Shared Vision and Goal
A close relationship between marketing and CX is crucial for them to work together successfully. Through this, they can decipher how the brand promise will be delivered accurately through each customer interaction. The deciding factor for success is for both teams to be realistic about what they can actually deliver.
3. Enrich Marketing with CX Data
CX teams interact with customers daily, which gives them the opportunity to analyze feedback and identify where the company can do better. Sharing this information with the marketing team can then help them adjust their strategy in accordance with what the customers really want. As a consequence, the company will meet customers’ expectations and their experience will be gratifying.
4. Maintain a Coherent and Authentic Brand
Branding consistency is key to the success of a company. Carefully crafting an excellent customer experience needs to be done as a reflection of what marketing is selling. Nonetheless, excellent customer service must be kept within the bounds of what can be delivered consistently across all touchpoints. Otherwise, trouble might ensue.
CX That Fulfills Marketing Expectations
Hire Horatio CX is the perfect solution if you want to ensure a customer experience that aligns with your vision. By providing top-notch outsourcing solutions tailored to your specific needs, we demonstrate how devoted we are to your company. While you focus on everything else in your business that sets you apart, we deliver an exceptional customer experience.
Our wide variety of plans and pricing options allows you to find the perfect fit for your business. You will also have access to our team of experts 24/7 to assist you in whatever you need.
Contact us today to learn more about how we can help elevate your business to the next level.