Presentación de Jonathan Browne en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

1. Jonathan Browne
Senior Consultant serving Customer Experience Professionals de Forrester
@jonathanbrowne @Forrester
Brand, marketing and customer experience: better together?

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Agenda
› Are Marketing and Customer
Experience on the same page?
› What tactics can you adopt to prevent
brand and CX dissonance?
› How must companies adapt to
achieve brand and CX convergence?

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Are Marketing and Customer Experience
on the same page?
4Ps: Product, Price,
Placement, Promotion
3 Es: Effectiveness,
Ease, Emotion
Segments Personas
Brand CX CX teamsMarketers
Segmentation RetentionTargeting Enrichment AdvocacySizing

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Marketers and Customer Experience
teams have complementary goals but use
different tools and tactics
Source:

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Brand CX dissonance erodes trust
Source: http://mediocrefilms.com/

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Across industries and markets, meeting
customer expectations is a key to success
Forrester report “Customer Experience Drives Revenue Growth In Europe, Too.” (December 2015)
UK Cable Industry German Banking Industry

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In the age of the customer, your brand and
CX reinforce must reinforce each other
Age of manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
Age of distribution
Global connections
and transportation
systems make
distribution key
Age of information
Connected PCs and
supply chains mean
those that control
information flow
dominate
Age of the customer
Empowered buyers
demand a new level of
customer obsession

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Agenda
› Are Marketing and Customer
Experience on the same page?
› What tactics can you adopt to prevent
brand and CX dissonance?
› How must companies adapt to
achieve brand and CX convergence?

11. How can we set expectations …
… and meet those expectations?

12. What do your target customers expect?
What experience do they perceive?
What experience do you intend to deliver?

13. Nike stays true to its brand, while putting
customers in the driving seat

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Four tactics to help your organization to
avoid brand and CX dissonance
1. Communicate a vision that sums up your brand identity and
builds empathy for the customer journey
2. Internalise a combined portfolio of CX and marketing tools to
enrich customer understanding
3. Co-create and co-locate so that everyone understands their role
in shaping the experience
4. Connect brand And CX metrics for a richer understanding of
customers' perceptions

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Use vivid and memorable artefacts to
bring brand and CX to life for employees
› Clearly communicate the unique attributes of the
brand
› Develop a shared understanding of and empathy
with the customer journey
› Enable employees to consistently and
autonomously do what's right for the customer

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Airbnb’s storyboards illustrate emotional
moments in a stay
Source: Huyi C WordPress.com blog and Adaptive Path

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Four tactics to help your organization to
avoid brand and CX dissonance
1. Communicate a vision that sums up your brand identity and
builds empathy for the customer journey
2. Internalise a combined portfolio of CX and marketing tools to
enrich customer understanding
3. Co-create and co-locate so that everyone understands their role
in shaping the experience
4. Connect brand And CX metrics for a richer understanding of
customers' perceptions

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Enrich customer life-cycle understanding
with journey maps
Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)

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Four tactics to help your organization to
avoid brand and CX dissonance
1. Communicate a vision that sums up your brand identity and
builds empathy for the customer journey
2. Internalise a combined portfolio of CX and marketing tools to
enrich customer understanding
3. Co-create and co-locate so that everyone understands their role
in shaping the experience
4. Connect brand And CX metrics for a richer understanding of
customers' perceptions

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Co-creation that engages people from the
entire ecosystem in one room is a silo buster

21. Western Union co-created experiences
with customers, employees, and
executives

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Four tactics to help your organization to
avoid brand and CX dissonance
1. Communicate a vision that sums up your brand identity and
builds empathy for the customer journey
2. Internalise a combined portfolio of CX and marketing tools to
enrich customer understanding
3. Co-create and co-locate so that everyone understands their role
in shaping the experience
4. Connect brand And CX metrics for a richer understanding of
customers' perceptions

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Sage Software North America blends CX
and Brand metrics in a prioritization grid
Forrester report “The Convergence Of Brand, Marketing, And Customer Experience,” (February 2016)

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Agenda
› Are Marketing and Customer
Experience on the same page?
› What tactics can you adopt to prevent
brand and CX dissonance?
› How must companies adapt to
achieve brand and CX convergence?

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The need for brand and CX convergence
will challenge current operating models
› Who will own CX and brand? Firms will pursue divergent models for
brand and CX leadership. Chief Strategy Officers will emerge to lead
both functions in many companies.
› How will firms become more responsive? Data will be liberally
shared to get customers’ feedback into the hands of front line
employees who can act upon it.
› What skill sets will be required? The future belongs to teams that
blend creative, digital, and analytical skill sets with good storytelling
skills to deliver individualized, emotional, and continuous experiences.

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Jonathan Browne
+44 20 7323 7652
jbrowne@forrester.com