Published: 22 June 2023
By failing to discern the differences and linkages between brand strategy, customer experience (CX) and user experience (UX), CMOs limit their ability to acquire, retain and grow customers. Improve growth by helping brand, CX and UX teams collaborate while keeping each focused on unique goals.
Brand, CX and UX are different disciplines dedicated to improving customer experiences, but collaboration is often impaired because they commonly report to different areas in the organization.
Brand, CX and UX teams are accountable for different but overlapping outcomes, and all struggle to retain focus on longer-term customer success measures (such as awareness, customer lifetime value and retention) versus short-term financial results (like acquisitions/leads, cost savings and revenue).
Research and analytics efforts are inefficient when brand, CX and UX do not coordinate and integrate their customer insight needs.
To improve your brand management and customer experience performance, work with brand,
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