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How to Ensure your Brand Promise is Delivered through Every Experience-Brad Meehan, Strativity Group

Marketing Network marcus evans
Marketing Network marcus evans

Ahead of the marcus evans CMO Summit 2022, read here an interview with Brad Meehan discussing how CMOs can improve the customer experience, delivering brand alignment and value creation.

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Interview with: Brad Meehan, Managing Director, Strativity Group To build the target experience, think about the brand objective for every interaction, and then focus on the target memory and target emotion you are trying to deliver for customers, advises Brad Meehan, Managing Director, Strativity Group. Strativity Group is a sponsor company at the marcus evans CMO Summit 2022. What is challenging CMOs today? Many CMOs are struggling to deliver a customer experience that is fully aligned to the brand promise they are making in the market. This is increasingly challenging because of a rapid rise in customer expectations. CMOs have to ensure the marketing promises come to life for customers when they are engaging in a relationship or purchasing a product or service. It is an increasing- ly omnichannel environment where customers are jumping between phone, apps, websites and social tools, and expecting the organisation to respond in the same channel in an integrated way, and track their engagement up until that point. We have found that taking a piecemeal approach and delivering incremental improvements does not really drive significant value creation. It is better to step back, consider the brand promise and corporate strategy, develop a deep understanding of customer motivations and market competitors, and deliberate- ly design an experience. And then work out how to execute that experience through different channels and the enabling business functions. When building a target experience, what else should CMOs think about? They should think about the brand objective for every interaction. Then, they need to focus on what memory or emotion they are trying to create. We would then suggest using a range of human-centred design and innovation tools to innovate and enhance key aspects of the experience, to deliver total alignment with the core value proposition. It is critical to consider both the importance and performance of a range of interactions, so the organisa- tion can invest in those that will deliver the most impact. It is important not to just design a branded experience and communicate the design to the business, but rather they should realistically assess capabilities across the business, and align those capabili- ties and the operating model itself with the target experience. If they do that, they can build a roadmap that focuses on improving the front-stage experience for customers, while deliberately uplifting the capabilities needed to deliver differentiated experiences. It is all about achieving a deeper level of engagement with customers, and delivering the brand in a unique way across all the different touchpoints. CMOs must continuously assess the market and the customer, to understand what motivates them at a deep level, and identify new problems and opportunities. The more customer- centric their decision-making is, the better they will be able to adjust their offer, respond to competitors, deliver on promises, and build long-lasting relationships. How can CMOs integrate the different channels better? The key to delivering a coordinated and integrated experience is to really understand why customers are engaging through different channels, and what they are looking to achieve. In some parts of the experience, it is about optimising things, in others parts, its about delivering a memorable moment. At Strativity, we would typically map the entire customer experience, all the journeys and critical pathways that play out across a range of different channels, to understand what customers are trying to achieve and how the organisa- tion is performing. We would then consider specific improvements but importantly, determine how they would all operate together, to deliver a holistic and on-brand targeted experience. What insights do many CMOs lack today? Based on my experience, many businesses do not lack the what but do lack the why. They have data on customer engagement, what they are buying and where, their different interactions, complaints and often satisfaction level. They are data rich but insight poor. They understand what is happening but not why it is happening. The key insight marketers need to differentiate their brand, and contribute more significantly to their competitive strategy, is empathetic insight. A truly deep understanding of the different types of customers and their underlying motivations. The deeper and richer their connection with customers, and the more complete their understanding of how customers view their brand, products, services, and how they fit into the customers life, the more able they are to use that insight to deliver the right experiences and real innovation. How can they collect more data on experiences and why? Speaking to their customers using a combination of contextual enquiry and ethnographic methods of research is a great starting point. Building in a deep understanding of human psychology and behavioural economics is also recom- mended. And adopting a data driven approach to understand relative importance, performance, volume and value of key interactions helps too. We generally use a systems design approach to map out an ecosystem, to understand actors, pathways, friction points, and value creation opportunities. From there we might drill into a sub- section of that system, and literally explore the relevant customer behav- iours. We would then use a technique like affinity mapping to identify all the key themes, learnings and motivations, and combine this with channel and transactional data to ascertain the most important themes and opportunity areas. This gives a solid foundation for real improvement. It is critical to think about the brand objective and target memory for every interaction How to Ensure your Brand Promise is Delivered through Every Experience
The Marketing Network marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations. Please note that the Summit is a closed business event and the number of participants strictly limited. About the CMO Summit 2022 The CMO Summit is an invitation-only, premium forum bringing together leading marketing executives, innovative agencies and solution providers. The summits content is aligned with key marketing challenges and interests, relevant market developments, and practical, progressive ideas and strategies adopted by successful pioneers. www.august22.cmoanzsummit.com Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: press@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com About Strativity Group Strativity Group is the worlds leading boutique customer strategy consultancy (Forrester 2019). We partner with like-minded organisations to deliver meaningful change and quantifiable results. Our team are passionate strategists with operational experience, bringing a unique blend of research, analysis, commerciality, empathy, design and pragmatism. www.strativity.com.au About marcus evans Summits marcus evans Summits are high level business forums for the worlds leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit: www.marcusevans.com Upcoming Events CMO Gipfel - www.cmogipfel.com Packaging Brand Strategy & Marketing Summit - www.sept22.packagingbrandmarketing.marcusevans-summits.com PharmaMarketing Summit - www.sept22.pharmamarketingsummit.com To view the web version of this interview, please click here: https://events.marcusevans-events.com/cmo2022-brad-meehan

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How to Ensure your Brand Promise is Delivered through Every Experience-Brad Meehan, Strativity Group

  • 1. Interview with: Brad Meehan, Managing Director, Strativity Group To build the target experience, think about the brand objective for every interaction, and then focus on the target memory and target emotion you are trying to deliver for customers, advises Brad Meehan, Managing Director, Strativity Group. Strativity Group is a sponsor company at the marcus evans CMO Summit 2022. What is challenging CMOs today? Many CMOs are struggling to deliver a customer experience that is fully aligned to the brand promise they are making in the market. This is increasingly challenging because of a rapid rise in customer expectations. CMOs have to ensure the marketing promises come to life for customers when they are engaging in a relationship or purchasing a product or service. It is an increasing- ly omnichannel environment where customers are jumping between phone, apps, websites and social tools, and expecting the organisation to respond in the same channel in an integrated way, and track their engagement up until that point. We have found that taking a piecemeal approach and delivering incremental improvements does not really drive significant value creation. It is better to step back, consider the brand promise and corporate strategy, develop a deep understanding of customer motivations and market competitors, and deliberate- ly design an experience. And then work out how to execute that experience through different channels and the enabling business functions. When building a target experience, what else should CMOs think about? They should think about the brand objective for every interaction. Then, they need to focus on what memory or emotion they are trying to create. We would then suggest using a range of human-centred design and innovation tools to innovate and enhance key aspects of the experience, to deliver total alignment with the core value proposition. It is critical to consider both the importance and performance of a range of interactions, so the organisa- tion can invest in those that will deliver the most impact. It is important not to just design a branded experience and communicate the design to the business, but rather they should realistically assess capabilities across the business, and align those capabili- ties and the operating model itself with the target experience. If they do that, they can build a roadmap that focuses on improving the front-stage experience for customers, while deliberately uplifting the capabilities needed to deliver differentiated experiences. It is all about achieving a deeper level of engagement with customers, and delivering the brand in a unique way across all the different touchpoints. CMOs must continuously assess the market and the customer, to understand what motivates them at a deep level, and identify new problems and opportunities. The more customer- centric their decision-making is, the better they will be able to adjust their offer, respond to competitors, deliver on promises, and build long-lasting relationships. How can CMOs integrate the different channels better? The key to delivering a coordinated and integrated experience is to really understand why customers are engaging through different channels, and what they are looking to achieve. In some parts of the experience, it is about optimising things, in others parts, its about delivering a memorable moment. At Strativity, we would typically map the entire customer experience, all the journeys and critical pathways that play out across a range of different channels, to understand what customers are trying to achieve and how the organisa- tion is performing. We would then consider specific improvements but importantly, determine how they would all operate together, to deliver a holistic and on-brand targeted experience. What insights do many CMOs lack today? Based on my experience, many businesses do not lack the what but do lack the why. They have data on customer engagement, what they are buying and where, their different interactions, complaints and often satisfaction level. They are data rich but insight poor. They understand what is happening but not why it is happening. The key insight marketers need to differentiate their brand, and contribute more significantly to their competitive strategy, is empathetic insight. A truly deep understanding of the different types of customers and their underlying motivations. The deeper and richer their connection with customers, and the more complete their understanding of how customers view their brand, products, services, and how they fit into the customers life, the more able they are to use that insight to deliver the right experiences and real innovation. How can they collect more data on experiences and why? Speaking to their customers using a combination of contextual enquiry and ethnographic methods of research is a great starting point. Building in a deep understanding of human psychology and behavioural economics is also recom- mended. And adopting a data driven approach to understand relative importance, performance, volume and value of key interactions helps too. We generally use a systems design approach to map out an ecosystem, to understand actors, pathways, friction points, and value creation opportunities. From there we might drill into a sub- section of that system, and literally explore the relevant customer behav- iours. We would then use a technique like affinity mapping to identify all the key themes, learnings and motivations, and combine this with channel and transactional data to ascertain the most important themes and opportunity areas. This gives a solid foundation for real improvement. It is critical to think about the brand objective and target memory for every interaction How to Ensure your Brand Promise is Delivered through Every Experience
  • 2. The Marketing Network marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations. Please note that the Summit is a closed business event and the number of participants strictly limited. About the CMO Summit 2022 The CMO Summit is an invitation-only, premium forum bringing together leading marketing executives, innovative agencies and solution providers. The summits content is aligned with key marketing challenges and interests, relevant market developments, and practical, progressive ideas and strategies adopted by successful pioneers. www.august22.cmoanzsummit.com Contact Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division Tel: + 357 22 849 313 Email: press@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com About Strativity Group Strativity Group is the worlds leading boutique customer strategy consultancy (Forrester 2019). We partner with like-minded organisations to deliver meaningful change and quantifiable results. Our team are passionate strategists with operational experience, bringing a unique blend of research, analysis, commerciality, empathy, design and pragmatism. www.strativity.com.au About marcus evans Summits marcus evans Summits are high level business forums for the worlds leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit: www.marcusevans.com Upcoming Events CMO Gipfel - www.cmogipfel.com Packaging Brand Strategy & Marketing Summit - www.sept22.packagingbrandmarketing.marcusevans-summits.com PharmaMarketing Summit - www.sept22.pharmamarketingsummit.com To view the web version of this interview, please click here: https://events.marcusevans-events.com/cmo2022-brad-meehan