Reinventing Digital Marketing and More | CMO Perspectives (16th March, 2016)

What is the key to delivering customer-support excellence? According to Jordi Torras [CMO.com], you need to help your customers help themselves. Also featured are some top tips from Brian Solis, via John P. David [PRdaily.com], on three main ways PR and marketing pros can improve CX; Two great articles on employee engagement, the first on how to get your employees to share you content on LinkedIn by Chris Raulf [Socialmediaexaminer.com], and the second, “The Employee Advocacy Triad: Connecting Customers, Employees and The Brand [Altimetergroup.com]," by Ed Terpening. Finally Daniel Newman delights once again with a piece on how the best brands tell better stories and make you part of them, all this and more in this week’s Improving Digital Marketing – CMO Perspectives blog. Enjoy!

Employee Engagement:

It is true that happy employees make happy advocates of your brand and plenty has been written on this blog previously about Employee Engagement and treating your Employees well. Now we thought we would share these great two articles, the first of which is about how to get your employees to share you content on LinkedIn by Chris Raulf [Socialmediaexaminer.com]. The second of which is The Employee Advocacy Triad: Connecting Customers, Employees and The Brand [Altimetergroup.com]," by Ed Terpening. Check them out.

We recently fell in love with a piece by John P. David titled, "Is Customer Experience the Next Killer App?" In fact we featured it as one of our CX Picks of the Day #CXPOTD on our Twitter channels. He recently caught up again with Brian Solis, discussing CX, and gathered more insights, including these three main ways that Solis says PR and marketing pros can improve customer experience.

Jordi Torras, the CEO & Founder of Inbenta talks about the benefits of helping your customers help themselves. The key to delivering customer-support excellence is self-service support technology. According to Forrester, 72% of customers prefer to solve problems on their own rather than to pick up the phone or send an email–and then wait for a customer service representative to find an answer. Torras says, "From a business perspective, self-service saves time and frees employees to handle other work. Underlying the ability to self-serve is natural language technology. Which one is right for you depends on what you’re trying to accomplish." In this piece he outlines the four approaches to self-service.

Well worth the read is this Ernan Roman piece on 5 ways CMOs are failing at content, also published recently on Forbes.com. Roman presents "Five Ways CMOs Are Failing At Content," based on recent research put out by the Australian group The Content Marketing Institute, where a staggering 81% of marketers claimed that they are involved in content marketing, but only 28% of organizations say they are effective at it, the numbers just don't gel.​

Before you run your next campaign bombarding your customers with boring facts and figures, these are wise wise words from the great Daniel Newman, "We live in an age where people want to experience everything. We want to get the most out of life. We want to be immersed in the story, feel like we’re “living” the story, not just reading it. By making your community the main character, and having a keen understanding of what your customers want, you will be able to include them in the story, in the “experience,” you are trying to tell and sell." So what is your story?

TWEET OF THE WEEK:

Imagine we were all more mindful of the experiences we create for others & more skillful in their delivery. #cx #leadership #cmo #startup

— Gregory Olson (@fordoers) March 14, 2016

We hope you enjoyed this week’s CMO Perspectives, be sure to respond in the comments or tweet us @NICE_CX or follow us on LinkedIn.