One of the most worrisome trends challenging businesses today is the lack of alignment between brand promise and what is delivered as the customer experience (CX).
There are three main reasons for this disconnect:
Organisations not thinking through the entire marketing plan, from assessing customer needs to brand positioning to delivering great experience – if done properly, this ensures the vision, mission, brand and CX strategies align well.
Lack of alignment between two critical functions in any organisation – marketing and CX. In many businesses, marketing is more about “hunting” while CX is about “farming”. This distinction results in differing business objective
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