SDL: Marketers must become "variation chiefs"

Marketing technology vendor's chief revenue officer says social, globalisation and omni-channel have created a perfect storm for marketers around customer engagement and experience

SDL chief revenue officer, Bernadette Nixon
SDL chief revenue officer, Bernadette Nixon

Marketers need to become “chief variation officers” if they wish to win the customer experience revolution they’re fighting in right now.

That’s the belief of SDL chief revenue officer, Bernadette Nixon, who opened the customer management technology vendor’s Sydney event today by looking into how brands, large and small, can better tackle the ever-rising expectations of their customers.

According to Nixon, customer experience is being driven by three significant trends: Omni-channel, globalisation and social.

“Each of these is impactful in its own right,” she commented. “The theme of all three is variation. “Whatever your job title may be, today you are the chief variation officer.”

Nixon said customer experience comes from building relationships based on trust and value, and pointed to industry figures which state that it takes two years on average to gain brand trust. “Trust is a precursor to any relationship,” she said.

“If it takes two years to do that, then it’s taking more than five years to get more than an average share of wallet from that customer.

“How can we bring in the art and the science to get to that inflexion point sooner? That’s ultimately going to be the testament as to who wins your arms race – you or your competitor.”

Globalisation, social and omni-channel are vital in driving better customer experiences, and all are about marketers interacting in a more contextual way, Nixon continued.

“But it’s amazing how often it’s not done,” she said. “Often it’s lots of little things that get in our way; the systems, sometimes the marketing organisational structure.

“It’s also because we often overlook the post-purchase phase.”

Nixon also presented SDL’s methodology for tackling modern customer experience, broken down into three imperatives. The first is data-driven personalisation, and using analytics and data to better understand customers both in terms of their buying journey as well as commitment.

“Use that information to really inform what you’re doing with your digital strategy and multi-channel communications,” she said.

The second piece of the puzzle is “applying customer mandates”, Nixon said, while the third is perfecting a frictionless customer journey.

“You need to figure out what is the low hanging fruit is so you can impact that,” she added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in