Doing Digital

CHAPTER 25

Optimizing Customer Experience

Here’s a conundrum for you. Regis McKenna wrote an excellent piece in the Harvard Business Review in 1991 called Marketing is Everything. He argued that marketing was not just the task of attracting the customers to your product or brand, but that in a customer-centric world, marketing was the touchstone for the whole business. The principles around every part of business should operate. Yet, in 2017, another article in the same publication, called Why CMOs Never Last by Whitler and Morgan shared data on the tenure of chief marketing officers have been steadily declining. Another recent trend is the rise of chief customer officers (CCO), whose remit extends to the full cycle of customer experience. CCOs ...