The marketing budget share spent on customer experience initiatives is increasing daily to achieve a competitive advantage in the present-day market. Together with connecting the accurate data, marketing leaders also require converting a collective vision of customer experience and ensuring that a mutual set of customer experience KPIs are effortlessly accessible in the firm, developing a culture of cross-functional team alliance. More than maintaining the data, marketing coordinates the firm’s customer experience strategy by sharing the results. In addition, the firms must ask for feedback from previous, current, and future customers. It is where the customer voice programs can benefit the firm’s marketing agenda. In addition to the data uncertainty the requirement to develop or attract talent experienced in customer experience, employees are now widely isolated due to COVID-19 and the recurrent need to prove the importance of investing in customer service revolution while also providing on competence objectives and it develops quite a lineup list for marketing and their firms.
Case – Reference no. 321-0295-1
Authors: Muhammad Usman Tariq
Published by: Abu Dhabi School of Management
Published in: 2021
Length: 11 pages
Topics: Competitive advantage; Customer experience; Leadership; Strategy
