Facilitating Customer Obsession

Marketers facilitate customer obsession in a number of ways, including the following:

Employing customer first marketing communications

Within the context of their own roles, marketers must ensure that the media and messaging they're using are customer-centric. This means incorporating market research to test branding, packaging, ads, media channels, and other touchpoints to ensure that they align with customer needs and expectations and that they have the desired impacts.

Always incorporating digital into media planning

Customers expect a digital experience, period. Marketers must include digital communication components in the marketing strategy—for some organizations that may be as simple as having a website, but for many others it's about creating a sophisticated, seamless experience across platforms and devices.

Collecting the right data using appropriate methodologies

It’s important that marketers know how to identify relevant key performance indicators (KPIs) and other metrics and then gather suitable data. Having a formal research strategy and program can help in assessing customer experience by outlining the information needed.

Being connectors

Because marketing functions touch so many parts of the organization, marketers have a unique opportunity to assist with connectivity and collaboration. This can be informal, such as bringing the right people together for projects, or more formal, such as leading cross-functional ideation sessions. Leveraging their inherent connectivity allows marketers to support the structure, culture, and processes necessary for customer obsession.

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