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

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in