The marketing department of the future is already here. You have technology taking care of the repetitive tasks so you can focus on the customer. And your focus is not on sales numbers or how many customers you have but customer experience.
It may be time to think about having a management-level person focusing on customer experience.
What is a Chief Experience Officer?
A Chief Experience Officer (CXO) has the job of making the customer experience great. Your external customer is easy to understand – how your customer interacts with your brand should be seamless. The ideal is customer delight with your product and the experience of obtaining that product. The more difficult customer is the internal customer – employees used to being given a set of HR standards but little delight in the job. The CXO can make changes “that reflect company values in a way from which employees can maximize their own personal benefit.” Remember, if they’re good and they have options, employees will work where the systems are efficient and they feel they can make a difference.
Customer experience is not an unfunded mandate. Says the Harvard Business Review in its study on the CXO:
They have power and influence resources. Three-fourths of those we examined sit on the executive management team within the company. Even if their teams are small, their voice on the executive management team means they have influence over how the company prioritizes and spends resources.
The CXO has to work with but not trample HR, the CMO (marketing), the CIO (information) and the CTO (technology) while focusing always on what the customer is experiencing.
How do you do that with a small team? Automation is key.
What is in a CXO MarTech stack?
Every company is going to define the CXO role a little differently, but the role is designed to be very large and spreading into many different areas. The customer experience can be technical (how you purchase services via the web), interpersonal (how you communicate what the company can do), or even working in core values of the company (making the company work with the needs of the customer). So how do you create a marketing technology stack to fit?
A marketing technology stack, sometimes called a MarTech stack, is an organized list of the tools a function or company needs to get the job done. By using marketing automation, tasks that are repetitive can be done by machines, freeing the humans to do the creative work.
The MarTech Stack you can build on CabinetM allows you to categorize all your tech in one place – annotate it so you know who bought it, how much it’s costing your company and when the contract automatically renews and bills your company. Add layers to show the way you use tools (email, hiring, design) and build “future stacks” to demonstrate what you need the department technology to look like in 6 months and at a year. Create a “reject stack” of the tools you need to get rid of, annotated with the date you don’t have to pay for them anymore.
The Customer Experience team at start is nimble and small, so powerful tools can have a great impact. What kind of tools are needed?
Here are some ideas of what to put in a CXO MarTech Stack.
Hiring tools What most CXO types are going to do first is build a design team to immediately respond to the customer-facing issues that exist online. The digital footprint of a brand is seen around the world; Start making an impact immediately by gathering the low-hanging fruit. Tools in this category automate the process of recruiting and hiring talent. Tools in this category may support the marketing department, or be used across the enterprise.
Design Team Layer: This will be a combination of web analytics tools and web development and design tools. Once you can measure what you have, you can figure out the weak spots that need reinforcements, or execute complete strategy changes. We all know what gets measured gets managed. If you can spot a trend, you’re armed to make changes for the better. Use these tools to get the lay of the land end then spend the real manpower on the creative solution.
Social Media Monitoring Customers know where you live: It’s at the @ sign. Social Media Monitoring tools automate the gathering and reporting of mentions from video, social networks, blogs, message boards and forums, user generated reviews, or Tweets in order to unlock customer sentiment. While customers won’t tweet their happiness as much as their displeasure, you can start to spot weaknesses in the system from their points of view.
Company-wide dashboards You don’t need to do the job of the CTO or the CMO, but you need to know what she or he is dealing with. As a common Graphical User Interface (GUI) element, a digital Dashboard sits on top of a variety of analytics and other tools, consolidating the data into one array of labeled action buttons, icons or at-a-glance key metrics. Analytics Dashboards are usually highly customizable either at the systems administration level, the user level or both, and frequently act as vital information hubs, pulling data from numerous sources into one central place. Get what you need quickly so your small team can take action.
Have other ideas for the CXO Marketing Stack? Give us a shout. We’re @CabinetM1