Customer Experience & Marketing - The Final Rant (eBook, ePUB)
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The book explores why CX is not a C-Suite priority given creating value for customers to create value for the business is a prerequisite for growth.This opportunity for CX has been created by the evolution/decline of marketing over the last 60 years from broad-based discipline to the narrowest and meanest version of itself, focused on only one of the traditional 4 Ps (Promotion) with a complete abdication of responsibility for creating value for customers, sometimes even damaging them. As a result, marketing's stock in boardroom is at an all time low.Unfortunately CX's stock is even lower! The...
The book explores why CX is not a C-Suite priority given creating value for customers to create value for the business is a prerequisite for growth.
This opportunity for CX has been created by the evolution/decline of marketing over the last 60 years from broad-based discipline to the narrowest and meanest version of itself, focused on only one of the traditional 4 Ps (Promotion) with a complete abdication of responsibility for creating value for customers, sometimes even damaging them. As a result, marketing's stock in boardroom is at an all time low.
Unfortunately CX's stock is even lower! The CX community is blowing the opportunity presented by promoting approaches that are anti-strategic, non-commercial and wedded to quasi-religious beliefs that run counter to the priorities of C-suite executives.
The rest of the book outlines how to remedy this by taking a more strategic approach to CX - one that syncs with boardroom priorities. This starts with doing CX Strategy properly and not how it is taught currently.
This opportunity for CX has been created by the evolution/decline of marketing over the last 60 years from broad-based discipline to the narrowest and meanest version of itself, focused on only one of the traditional 4 Ps (Promotion) with a complete abdication of responsibility for creating value for customers, sometimes even damaging them. As a result, marketing's stock in boardroom is at an all time low.
Unfortunately CX's stock is even lower! The CX community is blowing the opportunity presented by promoting approaches that are anti-strategic, non-commercial and wedded to quasi-religious beliefs that run counter to the priorities of C-suite executives.
The rest of the book outlines how to remedy this by taking a more strategic approach to CX - one that syncs with boardroom priorities. This starts with doing CX Strategy properly and not how it is taught currently.
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