CMO: Customer experience economy requires corporate culture rethink

The bank's former marketing chief Sandra de Castro shares why digital transformation has blurred the lines between marketing, sales and services

The transformation needed to meet modern customer experience expectations requires organisations to break down operational silos separating marketing, sales and services and shake up their corporate culture, NAB’s former marketing chief claims.

Sandra de Castro, who was CMO of NAB until earlier this month, spoke at today’s Adobe Digital Marketing Symposium on the changes brought about in financial services in the age of customer-first, digital and now mobile-driven interactions. Throughout her presentation, she emphasised the need to break the down distinctions between functions and create an agile, collaborative culture in order to meet modern customer expectations.

For de Castro, customer experience is increasingly becoming the product, service and the brand. “What goes for marketing is increasingly going for everything,” she said.

She pointed to mobile as the ultimate example of this blurring of the lines. “We see mobile as a blending of the channels,” she said. “It can connect everything - the voice, physical, digital, content and personalised media. It also offers the potential for a really complex industry to simplify things for the customer and make it [banking] pleasant.”

The problem most organisations have, however, is that they’re still operating in the world of functional silos, de Castro said. To make mobile the orchestrator of all of these experiences, you have to remove such siloed thinking, she said.

“There is an opportunity to create a revolution in customer experience, but you’re only going to do that if you forget the silos. And there’s the rub,” she said. “You must step across boundaries and look at everything from a customer’s perspective and challenge the fundamental tenets of how we do business.”

Capability is important in achieving this, and marketing has been on a path to improving its capabilities through technologies such as marketing cloud platforms, skillsets and resources, de Castro said. But these will only work if companies have the right culture to make transformation changes, she said. And this requires creativity, collaboration, and trying more things.

De Castro pointed out that marketing in more recent times has been about combining digital insights with the customer data the organisation has always had, driving better customer engagement.

“What’s to stop me the next time you log into Internet banking to now only present you with an ad, but an offer, or simple application form to that travel card you’re interested in?” she asked. “And when I do that, it’s not marketing anymore, it’s sales.”

As a result, the traditional boundaries between marketing and sales are vanishing fast, de Castro said.

“As you create engaging experiences, and you please your customer, sales becomes fulfilment,” she claimed. “Whether you point someone to an online application form or whether you get someone from the branch or call centre to contact them, when you get engagement right, sales becomes fulfilment.

“That changes everything in financial services because it’s always been distribution-led.” This transformation is also occurring around customer service, de Castro said.

Related: NAB, Time Warner Cable on tackling digital disruption

“The tools of personalised communication can be used just as effectively to create beautiful service experiences for customers as they can to create beautiful marketing,” she said. “We started with pain points and experiences that traditionally had been difficult for customers. In doing that, not only have we taken the pain out of the experience, we’ve actually created engaging experience that communicates customer care.

“So now service is advertising. Or it could all just be experience.

“The boundaries in which the silos of large organisations operated are disappearing faster than ever before and fantastic experience is sitting in the boundaries.”

The only thing that now matters for organisations is that customers love whatever it is they’re building, de Castro said. This has helped elevate marketing’s role in the organisation, and she cited marketing teams increasingly gaining responsibility for programs such as Net Promoter Score as an example of the trend.

“It’s also driving a huge amount of experimentation within organisations to inject marketing and digital into the fundamental transformation effort of the organisation,” she said.

All of this comes back to the collaboration required within organisations across multi-disciplinary teams to be successful, de Castro said. That required a cultural shift, she said. It also requires agility.

“Adopting to change is not about getting it right, it’s about just getting it,” de Castro added. “The teams doing the most work the fastest and who try the most things, are the people who will win.

“You don’t need to get it right, you just need to get on with it.”

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
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in