Customer Centric_Experience


I had the chance to work with Forrester and Kerry Bodine. She's sharp. I especially like the work Forrester has done around customer centricity and customer experience.

In light of less TV, less, print, more portable devices, more gaming, more fragmentation and more difficulty in reaching your target, why more companies across all industries aren't taking up a customer experience initiative. In my view and I were CMO for a day I would put this in as a leading initiative. The notion that a customer wants a 360 degree experience is still at the nice to have stage in pharma/med device oganizations, but I think that the expectations are accelerating so fast that there will be an inflection point coming that will force organizations to put something in place that marries the web, call centers and all marketing touch points. There will be a consistent message across media, consistent data collection and retrieval and consistent brand and product experiences. That in and of itself lends the impression that the company has YOUR interests in mind and not always their own.

Is this easy? Heck no, it's actually complex, difficult and in most cases transformational, which means you need to have a transformational approach to making it happen. Not impossible, but until the C-Level sees a need or you're able to make it some one's great idea who makes the decisions it's not likely going to happen.


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