Building a Culture of Agility in CX and Marketing


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Agility has become a cornerstone for success in the enterprise and a culture of agility within marketing and customer experience teams can significantly enhance an organization’s ability to adapt to market changes, meet customer needs more effectively, and foster continuous improvement and innovation. This article aims to discuss the importance of building a culture of agility and provides a comprehensive guide on how to operationalize it within marketing and customer experience frameworks.

Why a Culture of Agility is Important

To marketing and CX leaders, agility means being able to adapt and respond quickly. When it comes to marketing and customer service (as well as other realms of CX), this involves using methods that focus on short-term goals, continuous improvement, feedback, and teamwork. By embracing this approach teams can react promptly to customer needs, market changes, and new opportunities to stay ahead, in the landscape.

Having a culture of agility brings about teamwork improved efficiency, happier customers and the ability to innovate swiftly. By breaking down barriers, between departments, agile teams can bring together viewpoints and skills to solve problems creatively and provide value efficiently.

Operationalizing a Culture of Agility

Operationalizing a culture of agility involves several key steps, tailored to fit the unique needs of marketing and customer experience teams. Let’s explore a few ways to do this:

Agile Planning & Execution

Start by setting up Agile project teams with clear roles and responsibilities. Prioritize work based on customer value and the impact on the customer experience. Utilize Agile tools such as Kanban boards and Scrum methodologies to manage tasks, enhance visibility, and ensure that the team remains focused on delivering customer-centric outcomes.
Customer-Centric Product Development

Make sure to prioritize the customer in the product development process by incorporating their feedback from the beginning and consistently. Utilize methods, like surveys, interviews, and beta testing to gather insights. Adjust product features, marketing approaches, and customer interactions based on feedback, from customers. Showcase customer-driven innovations to inspire the team and underscore the importance of Agile methods.

Experimentation Mindset

Additionally, building the appetite for trying new things, testing them, and then accepting the results, whether good or bad, is incredibly important for organizations. While on the surface this seems straightforward, with any experimentation also comes
Continuous Learning & Improvement

Establish clear metrics for success, including customer satisfaction scores, Net Promoter Scores (NPS), conversion rates, and other relevant KPIs. Conduct regular retrospective meetings to reflect on what worked, what didn’t, and where improvements can be made. This not only encourages a growth mindset but also ensures that the team is constantly evolving and adapting to new challenges.

Scaling Agile Across the Organization

In order to fully reap the rewards of agility it is essential to extend methodologies, beyond individual teams. This involves gaining support from leadership to cultivate a mindset and eliminate any barriers to practices. Furthermore establishing communities of practice within the company can promote the exchange of information best practices and insights, among teams and departments.

Creating a Sustainable Agile Ecosystem

For agility to be sustainable, it must be ingrained in the organization’s culture and practices. This involves continuous investment in training, tools, and resources to support Agile methodologies. Encourage innovation and empower teams to experiment with new ideas and take calculated risks. Recognize and reward agility and resilience to reinforce the value of these practices.

Creating a culture of flexibility, in marketing and customer service teams involves more than using tools or methods; it’s about promoting a mindset of constant growth focusing on customers, and working together. By putting agility into action companies can improve their ability to adapt to market shifts boost customer happiness and promote lasting expansion. Following the guidelines provided in this piece can assist marketers in dealing with the challenges of today’s business landscape by utilizing agility as an advantage, for achieving success.

Greg Kihlstrom
Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as an advisor and consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, FedEx, HP, Marriott, Nationwide, Victoria’s Secret, and Toyota.


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