The drive of customer experience into business strategy “calls into question the existing role of marketing” and is set to cause “friction” between certain departments in mid to large-scale businesses, according to Forrester’s principal analyst for customer experience, Paul Hagen.
Following the analyst firm’s recent Chief Customer Officer Snapshot report for 2014, Hagen states that a number of customer experience trends are occurring in large-scale organizations that suggest a grave future for conventional marketing departments.
He also explains that many other business divisions, including support and operations, will soon need to reassess how their positions fitted in with their company’s future customer experience-led demands.
Read more at: http://www.mycustomer.com/news/forrester-customer-experience-makes-traditional-marketing-defunct
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