Many companies talk about being “customer first,” but how many achieve this goal? In organizations aligned by product or region with aggressive quarterly financial and business goals, the challenges to being customer first are profound but not insurmountable. My peers on the Gartner for Marketing Leaders team have a series of informative presentations to help marketers tackle these challenges.
One way to start is to listen--really listen--to the customer. Voice of the Customer (VoC) programs are vital sources of data and insight about customer wants, needs, experiences, sentiment, and journeys. My presentation on how to launch, run and measure a VoC initiative will help marketers organize programs to align to specific use cases and capture the sorts of metrics that demonstrate the performance, value and safety benefits that VoC programs deliver.
Another way to encourage a customer-first mindset is for marketers to create, distribute and support customer personas. Personas can help leaders across the organization to better understand the needs and preferences of their most valuable customers, resulting in better customer-centered decisions. My peers Jane-Anne Mennella and Jake Sorofman will discuss how marketers can create personas and use them to execute front- and back-stage customer experience (CX) strategies.
To learn about our other sessions at the upcoming event, please continue reading on the Gartner blog. We'll be covering issues of mobile customer experience, atomic content strategy, executing internal company journeys inside complex organizations and ways to match data and metrics to every step of the customer journey.
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