Boardroom Battle for the Customer: Who Owns the Customer Experience in Today’s Business Environment?

Customer Experience (CX) in many ways has redefined how we view connections with our customers. While many companies focus on customer experience during the pre-sale period, the most successful attend to every touchpoint for the duration of the relationship between customer and company.

Companies no longer own the customer – it is the customer who now owns the company. Today’s customer is directly in touch with the company and with other customers, and their “experience bar” is constantly rising. With this shifting power dynamic, customer expectations have grown exponentially, and CMOs must now discern how to best integrate these expectations into organizational strategies. This, in turn, brings new accountability and expectations into the boardroom.

I’m excited for the 12th Annual IDC + IDG Marketing Summit: Boardroom Battle for the Customer, in Palo Alto on March 2nd, where I’ll be co-moderating a panel of top CMOs.

Recent IDC research shows that as many as 40% of organizations have a designated CX officer. Is there really a need for an “owner”? Shouldn’t a great customer experience be everyone’s job? Ongoing jockeying-for-position in the C-Suite to lead this effort is now prevalent in many organizations. What is the role of the CMO in providing great CX? Is the mandate to facilitate cross-functional buy-in or to lead the effort?

Companies no longer own the customer – it is the customer who now owns the company.

CMOs are in a unique position carrying the voice of the customer throughout their organization and with the participation of their colleagues, crafting the customer experience. How does marketing affect all of CX and bring in finance, IT, customer service and technical support, so the entire team is, in effect, sharing the same customer-centric vision?

I look forward to the discussion in Palo Alto, where I expect we’ll come up with some terrific ideas. Please post your comments or email me directly, as I’d love to take your input into consideration before I take the stage on the 2nd!


Written by
Josh London | @joshdlondon
Josh London is the Chief Marketing Officer for IDG, the leading global tech media, data and marketing services company. He directs the worldwide corporate marketing organization and the company’s go-to-market strategy to enhance the customer experience at all touch points. London is a member of IDG’s executive team and is based in New York City.



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