Competition is tougher than ever these days and competing on price or product just doesn’t work as well anymore. So how can companies stand out in a crowded marketplace that is constantly evolving?
The answer is customer experience, and the best part about customer experience is that it’s delivered by human beings which are unique to a company. Named a Top Business Book of 2021 by Forbes, The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers.
In The Experience Maker, Dan Gingiss teaches that creating a remarkable experience for customers will ensure they become a company’s best marketers and salespeople. By learning from the successes of other companies and applying the proprietary WISER method (Witty, Immersive, Shareable, Extraordinary, Responsive), managers and executives learn to create remarkable experiences that their customers will want to talk about with friends, family, and social media followers.
At our Bonus Huddle on CX, Dan shed light on the pivotal role marketing plays in shaping a remarkable customer experience. He emphasizes that in today's fiercely competitive landscape, merely competing on price or product isn't as effective as it once was.
Instead, CMOs must focus on creating extraordinary customer experiences to stand out in an evolving marketplace. Dan notes that B2B CMOs can take a page out of the B2C playbook by learning how to be more functional and benefit-driven within their company practices. The insights provided in his interview shed light on the necessary steps CMOs must take if they wish to reshape their customer experience.