Published: 25 May 2023
When customer experience is out of sync with brand promise, customer trust and loyalty erodes. To drive retention and growth, CMOs must proactively align CX and brand experience, including brand messaging, by bridging silos and delivering experiences that support a customer-centric brand promise.
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Both brand and customer experience (CX) are dedicated to improving the experiences that a company provides to customers. Yet, in many organizations, the two operate independently of one another. This disconnect results in disjointed experiences that don’t always align with either the brand promise or CX best practices — ultimately hurting both.
Positioning brand experience around personal benefits is most effective at driving brand commitment, but requires clear alignment to CX for the strategy to be executed successfully.
Many marketing-led CX programs remain focused on simply removing friction from the purchase funnel and miss this opportunity to partner with brand
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