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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in