He pressure to perform is much lower when a marketing team acts on the basis of the inherently dynamic customer experience and does not have to take hierarchical structures into account. The focus here is on the skills and working style of each team member and not on how the team is organized. Within this framework resources can be used optimally and employees work collaboratively thereby overcoming boundaries that previously arose due to an organizational structure. How can I incorporate a CX orientation into my marketing structure Customer research is the first starting point when aligning a marketing structure with the customer experience.
Survey and customer journey mapping software enable marketing teams to create buyer personas and journey maps that are perfectly tailored to their customers and business. The 0 Gartner Marketing Survey also confirms the need to invest in customer experience management and marketing tools as these two components were identified as the most important aspects within a marketing organization Source November 0 Marketing areas - customer Specific Database experience - graphics The fact that of the survey participants ranked marketing technology in the top three places alone shows its importance and the need for technical knowledge and skills. Therefore when the focus shifts from functionality to customer experience one should take a close look at the technical skills of one's marketing team.
Does the organization have the skills and capacity to leverage the full value of the marketing technology already in place Are there gaps in the customer journey that could be filled with strategic marketing software such as email marketing marketing automation or social media marketing The right people and the right software help teams launch customer experience initiatives and increasingly focus on the customer experience. Which employees are best suited for this new marketing structure When realigning the marketing strategy one should ensure that applicants not only have the necessary technical understanding of the key technologies but also have the soft skills for successful customer experience management.