Do you talk the talk – or walk the talk?
As CMO or marketer it’s your job to stay ahead of the curve; identify the shifts in technology, culture and customer expectations, and bring the rest of the organization up to speed on why these new realities matter.
Even before the current crisis we were caught in a paradox. On the one hand, we’ve been talking about customer centricity for ages. On the other hand, brand trust is down, ad blockers have reached record-high levels and creative effectiveness and efficiency is declining.
A recent large-scale study from CBS highlights a widening gap between customer wants and needs and company mindset. Many are out of sync with their customers simply because they still think they sell products and services – when in reality they’re sell satisfaction of needs.
So, from the looks of it, it seems like all talk – and no walk.
So, how do you emerge as the customer champion of your company?