Experiencia Cliente

Navigating the CX Terrain: Should Marketing Lead the Charge?

I’ve frequently observed that Customer Experience (CX) initiatives often originate in, or are delegated to, the marketing department. Given their extensive knowledge of customers, markets, and competition, it seems logical to entrust CX efforts to marketing professionals. However, the effectiveness of this approach can vary significantly. There are both advantages and disadvantages to having the marketing department lead CX initiatives.

It’s often beneficial at the beginning of a company’s CX journey to have the marketing team lead these efforts. However, as the scope of CX expands, it becomes evident that it warrants being a standalone department. This is primarily due to the necessity for collaboration across various functional teams.

In this article, we will dive into the pros and cons of situating CX within the marketing department. Additionally, once CX becomes an independent entity, we will discuss the evolving role of the marketing department in relation to CX.

The Case for Marketing-Led CX

There are some pros for Marketing-Led CX.  For starters, marketers possess a deep understanding of customer behavior and preferences, making them well-equipped to design experiences that resonate with the target audience.  Moreover, Marketing ensures that the customer journey aligns with the brand’s values and messaging, creating a cohesive and authentic experience. Finally, with access to customer data and analytics, Marketing can tailor the CX based on real insights, leading to more effective strategies.

There are some cons. The marketing department might focus more on acquisition and brand perception, potentially overlooking other aspects of CX such as service and support, in fact, that is not their role anyway.  Also, If the marketing department is already stretched thin, adding CX to their responsibilities can lead to burnout and reduced effectiveness in both areas. Finally, marketers might prioritize initiatives that reflect well in terms of brand image and marketing metrics, possibly at the expense of other customer experience aspects.

CX: Growing Beyond Marketing

As a company matures in its CX journey, the need for a dedicated CX department becomes more apparent. This transition is essential for the following reasons.

CX is a company-wide effort, requiring input and coordination from various departments such as sales, customer service, product development, and more. CX needs to be at the forefront of all of it.  Furthermore, a standalone CX department can focus solely on enhancing customer experience, unencumbered by the specific goals and constraints of marketing.  An independent CX department can take a more balanced and comprehensive approach to customer experience, considering all touchpoints and interactions.

The Evolving Role of Marketing in CX

Once CX becomes a standalone entity, the role of the marketing department evolves.  Marketing should be a strategic partner and continue to provide insights and data to the CX department, helping shape strategies and initiatives.  A very important role of Marketing should be to ensure that CX initiatives are in line with the overall brand strategy and messaging.  Last and not least, Marketing can do what they do best and use their communication skills to promote the importance of CX across the organization and to external stakeholders.

While starting CX initiatives within the marketing department can be advantageous, it’s important to recognize when CX needs to evolve into a separate entity for the sake of comprehensive and effective customer experience management. The marketing department, with its wealth of customer insights and strategic thinking, remains a critical player in shaping and supporting CX. However, the establishment of a dedicated CX department ensures a more focused and collaborative approach to meeting and exceeding customer expectations.

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