Customer experience is out of a brand's hands, claims HP chief

HP global head of innovation and customer strategies shares why customer relationships are no longer about linear engagements but annexing your brand to a customer's own purchase cycle and engagement preferences

Customer relationships are no longer linear engagements but a series of events often outside the brand’s control which they must become involved in proactively, HP’s global customer strategy leader claims.

Speaking during the Farewell to Campaigns: The future of the customer experience, webinar moderated by CMO Council, HP global head of innovation and customer strategies, JC Quintana, explained the technology vendor has been going through a transformation journey of its own as it strives to be a more customer-centric organisation.

One of the first steps was recognising not only that customer relationships come first, but that these relationships are based on a series of interactions and engagements across multiple channels and the entire purchasing cycle.

Quintana agreed customer experience determines loyalty as well as brand recognition, and is a significant factor in whether customers stay with a brand, abandon it, or refer it.

“We need to be mindful of how we address whether we’re meeting the needs of the customer, what type of effort it requires, and what type of emotional connection they have with us,” he said.

“We assess these factors from the beginning as we work out the ideal customers, the channels we use to engage with those folks, the personalisation of environments, and also meeting the promises we made to customers. It’s about service and transparency.”

Much like the personal relationships we all form, the strength of a brand’s connection with a customer and the trust they need to build to a sustain and long-term bond comes down to the balance of cost, reward and risk, Quintana continued.

“No matter what relationship you have, there are very important places of interaction in which either or both parties have to decide if they want the relationship to end. How we manage significant events that will see us rise or fall,” he said.

Related: Tracking digital customer experiences: The Athlete's Foot journey
Dell, Expedia share how they're striving to improve customer engagement

As part of its “ecosystem of strategies for customer engagement”, Quintana said HP is offering internal training on customer experience championed by company president, Meg Whitman. The online-based training program has been developed in-house and is offered in management and employee modules. This is followed up with further discussions at a brand and product level.

Quintana said it was vital that awareness of the importance of customer experience comes from the very top of an organisation.

“We’re seeing CMOs take more of the leadership role over customer experience, but this must be a shared role across the c-level of the company,” he claimed. At HP, the responsibility for overseeing key customer experience metrics, such as the Net Promoter Score, as well as the promotion of customer experience best practices, is then led by its chief quality officer.

Other key components of HP’s customer-first strategy include driving innovation by leveraging social, mobility, data and analytics and cloud technologies, better mapping and understanding the customer journey, driving omni-channel, transparent brand interactions, and sharing best practices internally as well as with partners.

“Customers have evolved and it has motivated us to annex the company to their journey,” Quintana added. “While we want everyone in the world to be an HP customer, customers make decisions for their own reasons.

“We’re going out to where customers are talking, engaging them in conversation, and ensuring we can improve execution and decrease complexity because that’s what will lead to a positive relationship with HP.”

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

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

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in