Does the company have the expertise and sufficient capacity to fully exploit the existing marketing technology? Are there gaps in the customer journey that could be filled with strategic marketing software, for example for email marketing , marketing automation or social media marketing ?
The right people and the right software help teams launch customer experience initiatives and become increasingly focused on the customer experience.
Which employees are best suited for this new marketing structure?
When re-orienting the marketing strategy, care should be taken to 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.
In the Gartner survey on skills in a marketing organization, respondents were asked to rank seven soft skills in order of importance:
( Source, November 2017 )
Of the 300 participants surveyed, 74% cited creativity as the most important soft skill for successful marketing , which the survey defined as “the ability to pursue and apply unusual perspectives and skills to solve problems.”
Resourcefulness , “the ability to maximize the use of a limited set of resources,” came in second place, and adaptability , “the ability to change and act in response to new circumstances, demands, and challenges,” rounds out the top three.
The importance of these three competencies – creativity, ingenuity and adaptability – aligns with our understanding of the increasingly dynamic nature of customer experience-oriented marketing.
Creative and imaginative marketers can reach their full potential when they take on the challenge belgium telegram data of designing and pursuing a new marketing strategy with a focus on customer experience and ensuring that this focus is maintained throughout the entire customer journey.
If small businesses manage to put together a team with the skills mentioned above, they will be successful in implementing this marketing strategy.
Small businesses have an advantage
The shift from a functional approach to customer experience is already well underway. Gartner research predicts that by 2020, one in five companies will have implemented this new customer experience strategy.
Marketing decision makers need a team that can solve problems effectively, use marketing technologies and resources to their full potential and quickly make changes to the company when necessary. For small companies, this is an opportunity to stay one step ahead of the competition and position themselves in an interesting way for (potential) customers.
A marketing team focused on the customer experience is ideally positioned for growth and success in an increasingly digital world.