Should the CMO Oversee the Whole Customer Experience?

From content marketing to story-driven content to content-driven experiences. This is a path that Robert and I have been on for many years.

There’s an enormous value that’s delivered when marketers create content-driven experiences – not just for the brand, but for marketers themselves – because they have the potential to change the entire function of marketing within the business.

Content-driven experiences aren’t relegated to capturing attention and getting people in the door. When designed correctly, they’re what create the customer experience, beginning to end. Marketers tend to shy away from this level of responsibility – it’s big, but taking on the lead role in driving customer experiences means that marketers have the opportunity to orchestrate the entire customer journey across all departments, creating and delivering value every step of the way.

And that’s what we believe is the new era of marketing. Which is why we found this whitepaper from Oracle and Constellation Research so interesting.

Read the rest of the article here…

About Carla Johnson

@CarlaJohnson helps marketers unlock, nurture and strengthen their storytelling muscle so they can create delightful experiences for audiences. She works as a trusted advisor at the highest level of blue-chip brands to establish open conversations and instill creative confidence that develops highly prized teams and stellar business results. Her book with Robert Rose – Experiences: The 7th Era of Marketing – is available on Amazon. Dig deeper at Type A Communications.

One Response to “Should the CMO Oversee the Whole Customer Experience?”

  1. Kevin Carter January 6, 2016 at 6:07 pm #

    The holistic view of a CMO could and should be the entire customer experience. From secret shoppers to customer surveys, success metrics and satisfaction rating, twitter feeds and social commentary, all the data should flow to a point where action can be driven to course correct to the best customer experience. But what strikes me in the article is the:

    “CEOs and board members who do not understand the importance of customer experience.”

    I often wonder why these executives do not take a more hands-on role in finding out what their customers’ experience truly is. Boggles the mind that the company source of revenue has so little voice in their internal actions on how to improve.

    Thanks for sharing.


Leave a Reply