If you’re a marketing person, you’re probably saying something like, “Look, brand is an emotional bond, not a rational reaction to process mechanics or hit or miss direct contact.” If you’re a sales or service person, you might be saying, “We deliver the customer experience.” If you’re a process person, you’re probably shaking your head saying, “It’s all about what’s delivered to customers, not what’s promised or apologized for.”
I’ll give you my take. Brand and promotional communication are steadily losing effect, diminishing marketing’s impact. The days of implanting experiences and impressions in customer brains are fast fading. Likewise, sales’ influence is fading. Increasingly, prospects do their research on the web, and don’t call sales until they need a quote. Service plays an important role, but the quality of band-aids applied matters far less than eliminating the need to fix stuff after the fact.
In contrast, the recognition is rapidly growing that “what” work gets done, “who” does it, “how it’s done,” and the quality of the enabling technology – all driven by process (at least Outside-In process) – overwhelms the impact of marketing, sales and service on customer experience. The parties that believed they “owned” customer experience until now are resisting giving up their perceived primary customer roles, but the reality of change is making their arguments moot points.
Look, we’re all headed into a drastically different business world where traditional boundaries and assumptions will go out the window. We can all benefit from starting to think customer-first, not function-first.