It was with some pleasure I read this week’s Marketing Week cover story by Mark Choueke and Michael Barnett’s ’Customer is King’ on the new marketing battleground: customer experience.
Mark Choueke writes with absolute conviction that businesses and brand must conquer customer experience to survive and thrive. In competitive markets, as supply outstrips consumer demand in a stagnating economy, customer experience may be the only differentiator. But as we know from hard experience most organisations aren’t ready for this challenge.
We often talk to our clients about the brand experience gap and Mark’s thoughts on the separation and distance between marketers who make the brand promise, and the disparate business silos which deliver the brand experience, has real resonance for me. He’s spot on about the challenge in raising the organisational commitment and investment in transforming customer experience and how marketers must be better at understanding the impact and business case for good experience.
UX strategy speaks to these very challenges and provides a framework for creating organisational buy-in, alignment, focus and measurement. We need to both inspiring and compelling businesses with both the vision and the business case to effect organisational change.