Do you know what your customers really want? While many of us think we do, the reality is, we often don’t ask them.
Most businesses have teams for marketing, content, and customer service, but we often don’t see them all working together to create a consistent customer experience. Having a great customer service program is one thing, but in order to be truly customer-focused, we must put our customers at the forefront of everything we do.
Jeff Pedowitz, President and CEO of The Pedowitz Group, joins the Content Experience Show to discuss the reason many businesses deliver inconsistent experiences and how to move past customer service to being customer-focused.
In This Episode:
Defining “Marketing Operations” and Determining Who Should Be Involved
Jeff discusses where the responsibility of marketing operations lies within different sized organizations. Sometimes marketing operations can include demand generation, and sometimes marketing ops reports into demand gen, but more often than not, it’s a separate and distinct function that covers areas of technology management, vendor management, process, documentation, project management, analytics, and insights.
“Marketing ops is taking a step back and looking at the different channels and the different people that you are trying to reach and figuring out how to deliver consistently across that brand promise.” — @JeffPedowitz
Shifting Your Marketing to be Customer-Focused
Customer service chatbots and call centres are a way to take care of your customers, but simply serving your customers is not that same as being customer-focused. Being customer-focused means taking your products, your teams, your activities, and your metrics, and revolving them around the customer.
“There’s a big difference between customer service and customer focus, and if you truly are trying to operationalize the customer experience, you have to be customer-focused.” — @JeffPedowitz
Helping Product and Content Work Together to Create a Consistent Experience
Jeff explains how at most companies, content is still very product-oriented, and only a small amount of marketing and sales activity is spent on funneling acquisitions, onboarding, value realization, loyalty, and adoption.
“Everyone in the company shares responsibility for the customer journey.” — @JeffPedowitz
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