Executive Briefings

Customer Engagement Is Everyone's Job

No organization can avoid coming to grips with the rapidly evolving behavior of consumers and business customers. They check prices at a keystroke and are increasingly selective about which brands share their lives. They form impressions from every encounter and post withering online reviews. These changes present significant organizational challenges, as well as opportunities. The biggest is that all of us have become marketers: the critical moments of interaction, or touch points, between companies and customers are increasingly spread across different parts of the organization, so customer engagement is now everyone's responsibility.

In many companies, the marketing function is best placed to orchestrate customer engagement for the entire organization. To do so, the function must be pervasive - able to influence touch points it doesn't directly control. Over the past year, a wide range of companies have tried to address customer engagement in more integrated ways, but many executives have said they simply don't know where to begin. The spectrum of organizational choices is broader than ever, and companies are struggling to determine the appropriate role of marketing for their business. What's more, senior executives often view any internal effort by the marketing function as a "land grab." Given the absence of solid return-on-investment data, they may express skepticism about marketing's place in the new environment.

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Keywords: supply chain jobs, supply chain management, customer relationship management

In many companies, the marketing function is best placed to orchestrate customer engagement for the entire organization. To do so, the function must be pervasive - able to influence touch points it doesn't directly control. Over the past year, a wide range of companies have tried to address customer engagement in more integrated ways, but many executives have said they simply don't know where to begin. The spectrum of organizational choices is broader than ever, and companies are struggling to determine the appropriate role of marketing for their business. What's more, senior executives often view any internal effort by the marketing function as a "land grab." Given the absence of solid return-on-investment data, they may express skepticism about marketing's place in the new environment.

Read Full Article


Keywords: supply chain jobs, supply chain management, customer relationship management