Last month I attended Lionbridge’s first Global Marketing Symposium, catching up on the latest successes, challenges, and innovations and looking for new creative ideas around my favorite topic that I think about all day long – customer experience.
My colleague Tom Tseki, Vice President of Customer Care, talked about and how pivotal the post-purchase customer experience strategy has become, illustrating his presentation with examples of post-purchase content presenting challenges to customers if it is not delivered in their preferred language.
So…if Marketing is responsible for owning CX, does it mean that I need to start “caring” about customer care and understand how they integrate into the buyer’s journey? That sounds logical, so I think it’s time to admit the truth: many Marketers, including myself, focus on orchestrating and delivering stellar pre-purchase customer experience, leaving the post-purchase customer experiences as an afterthought or relying solely on traditional functions of the customer care team.
Tom’s point got me thinking that it is time for us Global Marketers to take on a new task of bridging the existing gap between customer care and marketing. To start, check out the video below where Tom shares more thoughts with Clint Poole, CMO of Lionbridge, on what marketers should consider as they shift their approach to customer care. In the meantime, I am going to continue expanding my thoughts on this subject, so look out for the next post of the series!