“Marketing should be obsessed with capturing the consumer’s mindset and emotional state - understand what makes them tick, their biases, preferences and desires. Marketing teams spend a lot of time mapping emotions when it comes to communicating with people. But in a burgeoning service economy, marketing is supposed to take its knowledge of the consumer, assert it to other parts of the organization and help design an experience.” - Rob Assimakopoulos, Multisector CMO & Principal, Silver Scion Inc
In this episode of One-to-One, Scott McArthur, CRO, Statflo sat down for a virtual conversation with Rob Assimakopoulos, Multisector CMO & Principal, Silver Scion Inc to talk about the alignment between CX and Marketing. They discussed how a company can become a customer-centric organization and do what’s best for the customer as the way to drive business growth.
One-to-One gives you a glimpse into the world and mindset of CX leaders. If you liked this conversation and don’t want to miss future episodes, catch us on Spotify, YouTube, Apple Podcasts, Google Podcasts, or your favorite podcast app.
Here are some excerpts from their conversation:
The first thing organizations need to do is figure out a reliable metric to measure CX. Hold people who can influence how customers feel about the business accountable to that metric. Just measuring all customer-facing employees on sales is not enough. There needs to be a fundamental understanding that customer experience is the gateway to more sales, so those responsible for delivering that CX have to be measured on metrics tied to CX.
In industries with complex products and processes, salespeople tend to use a lot of technical jargon. Customers find that intimidating, especially during the onboarding phase of their relationship. If companies help people become gradually accustomed to their offerings, speak to them in plain language, unfold the aspects of the product/service over time using rich media and multiple channels, they accomplish the following:
· Trust
· Profitability
· Retention
Being upfront about all the factors and costs involved in the transaction saves a great deal of time and resources going forward. When people understand what’s the deal that they are paying for, they are more open to paying those extra costs. If salespeople don’t clarify those factors right at the beginning, people think the business is adding extra charges that are uncalled for, and they are more likely to churn. Communicate in a timely and transparent manner to build trust and credibility with customers.
One-to-One gives you a glimpse into the world and mindset of CX leaders. If you liked this conversation and don’t want to miss future episodes, catch us on Spotify, YouTube, Apple Podcasts, Google Podcasts, or your favorite podcast app.
