In our discussions with financial services marketing leaders, one common strategic priority seems to be top of mind – how to best impact customer experience. In fact, in the most recent SiriusDecisions CMO Study, 30 percent of financial services respondents indicated that “creating a customer experience/customer engagement function” is the top-priority organizational change anticipated over the next two years.
Building a best-in-class customer experience function requires alignment with all customer-facing functions in the organization, and the customer experience function serves as the hub. To effectively align the customer experience function’s activities across the larger organization, five foundational elements are essential:
Robert is the Segment Director of Financial Services at SiriusDecisions. He is a marketing and sales leader with a background in asset management, corporate banking and brokerage. At SiriusDecisions, he works with marketing leaders in the financial services industry on organizational and strategic alignment, marketing compliance, marketing investment and budget and content strategy. Follow Bob on Twitter @robertmckinno10.