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

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

I have been suffering from (HERPES) disease for the last two years and had constant pain, especially in my knees. During the first year, ...

Steven Kizzy

KPMG Australia appoints ex-Publicis leader as head of brand strategy

Read more

Latest Podcast

More podcasts

Sign in