Gartner Research

Key Customer Experience Foundations for Marketing Leaders

Published: 02 August 2016

ID: G00310695

Analyst(s): Jake Sorofman


Marketing leaders are expected to lead customer experience initiatives. Learning to serve customers, not just sell ideas, feels like a brave new world for those with a traditional marketing orientation. This research defines the key customer experience foundations that marketers need to master.

Table Of Contents


  • Foundational — Fueling Engagement With Data-Driven Insights
    • Customer Data
    • Customer Voice
    • Customer Insight
    • Competitive Insight
  • Strategic — Set a Clear Path Forward
    • Goal Setting
    • Persona Development
    • Journey Mapping
    • Customer Experience Framework
  • Tactical — Enable Mutually Profitable Experiences
    • Content Supply Chain
    • Loyalty Programs
    • Advocacy Programs
  • Operational — Orchestrating and Optimizing Experiences
    • Automation and Orchestration
    • Analytics and Optimization
  • Turning Insight Into Action — Across Channels
    • Websites
    • Mobile
    • Social
    • Commerce
    • Nonmarketing Channels

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