CX: The Good, The Bad and the Gameplan

by Jason Talbot

Yesterday, market leaders from SAAS, loyalty, FinTech and professional services gathered at The Trampery, Shoreditch to participate in the first in our series of CX events.

Importantly, the speakers covered the pitfalls and problems faced when implementing a CX strategy, as well as the huge opportunities available in emerging tech, and the value of the human touch.

We were dazzled by Charlotte Kennett from BluePrism sharing hands on experience of a business that has gone all-in on CX. Organisationally they have designed an infrastructure focused around a fantastic end-to-end customer experience, with a dedicated Experience C-Suite. Key advice included reviewing where your marketing spend is directed, focussing more on post-sales marketing, and making sure you get closer to all customer facing functions, regardless of specific job titles and departments.

Leanne Chescoe from Demandbase made a compelling case for where ABM sits within the overall scheme of things. She challenged us to consider building fewer quality relationships over anonymous volume and showed the tangible impact personalisation can have.

Our own Jason Talbot made the case for why marketing department heads need to get ahead of the curve on CX, as it’s still in relative infancy in Europe. He went on to explain why it has never been more important for marketing to look at the business through the eyes of customers – to look beyond the funnel, and start thinking across the whole customer lifecycle.

Charlotte, Leanne and Jason were then joined by Sylvia Jensen from Acquia and Fraser Starkfrom Influitive, making for a really informative and lively panel discussion. The most important outcomes were around changing our attitudes as marketers. We need to apply more care to actual paying customers, and design relationship strategies that include advocacy programmes. Cross-department journey mapping was also identified as an absolute must, to help identify initiatives that get the ball rolling and have a positive customer and commercial impact.

CX for us is about marketing to individuals and making marketing more human. There is no one-size fits all strategy, but the way to improve your own strategy is to get advice from others going through the same process and get buy-in from the top. We learnt a lot ourselves from the event and are looking forward to putting on the next one – watch this space!

Share: