Customer Experience & Marketing: Why CX Matters More Than Any Other Marketing KPI Right Now I’m fortunate to work on exciting marketing campaigns for fantastic Nickelodeon and Paramount+ titles. But I never forget that customer experience and marketing go hand-in-hand — everything I plan and execute is to fulfill customer wants and needs. After all, Fluent Support stated that 89% of companies will compete primarily on customer experience by 2025. Brands can’t just focus on creating an amazing product and marketing it well. They also need to close the loop with positive CX. Marketing plays a critical role in defining, communicating, and managing the customer experience. In this post, I’ll walk through how customer experience and marketing intersect, who owns customer experience, and the marketing best practices for supporting an organization's CX. Table of Contents Customer Experience and Marketing The Significance of Customer Experience Why Customer Experience and Marketing Go Hand-in-Hand Who owns customer experience? The Significance of Customer Experience Delivering experiences that delight customers takes a planned, proactive, and holistic strategy that spans the customer journey and lifecycle. Rightpoint pointed out that customer-centricity, deep customer understanding, journey mapping, cross-functional collaboration, feedback loop, and employee empowerment are the key elements of a winning CX strategy. Customer experience does not stop after the sale — in fact, some of the most powerful opportunities to create loyalty are experiences with service and support...

How to Deliver Customer Experiences That Increase Conversions Welcome to Creator Columns, where we bring expert HubSpot Creator voices to the Blogs that inspire and help you grow better. I’ve been an inclusive marketing strategist and consultant for seven years. My entry into this space was heavily influenced by my lifelong experiences as a frustrated consumer. Several components of my identity make me different from what is often considered to be "mainstream." And as a result, brands didn’t often serve me well because of the things that make me different. Some Consumers Consistently Have Less Than Ideal Customer Experiences I conducted a research study for a client in 2022 to understand how consumers of hotels and bed and breakfasts think about belonging. Here’s what a few consumers who are part of underrepresented and underserved communities had to say about their subpar customer experiences: "People with food allergies and restrictions should have an opportunity to get everything that they paid for." "I wish they realized that larger people want to travel and feel as though our money is as important as straight-sized individuals. Oftentimes, larger guests will find themselves with tiny towels, hard-to-reach items, not much space between furniture." "I’ve stayed at numerous places where there was nothing to eat on the menu for me (vegan) and staff was not open to making adjustments." "I need grab bars in the shower." "People are allergic to feathers." This frustration doesn’t just exist for some...