Diane Magers, Customer Experience Executive, AT&T, examined the importance of adding heart and structure to improve the customer experience during a keynote address to Argyle's CMO membership at the 2015 Chief Marketing Officer Leadership Forum in Dallas on Dec. 9. In her presentation, "Giving Heart and Structure to the Customer Experience," Magers discussed how AT&T is revamping its approach to marketing and the organization is bringing internal and external benefits and business results.
According to Magers, a human-centric approach to marketing delivers results because it drives deeper engagement. She pointed out employees drive the customer experience and how collaboration, human centered design thinking and emotional understanding are critical to their continued change and improvement. She noted an organization must explore ways to improve the employee experience to bolster the customer experience as well: “We are seeing now organization take the same rigor and emphasis of customer experience and looking at employees and partners the same way – what we can do to make their experience better and engage them on a whole new level. And now as brands work together – driven by the Internet of Things and seamless experiences - now we have a whole other partnership relationship that we have to care for."
Omni-channel is both internal and external, Magers said. As such, Magers noted marketers must focus on driving change, employee engagement and internal collaboration consistently. By doing so, Magers said marketers must think outside the box to deliver results: "The premise is that we realized we operated on was same thinking and the same skillsets that got us where we are, but aren’t sufficient for the future.. We’re going to have to think about things in a vastly different way. A lot of what we do is really this mind shift to what we call an ‘Engagement Ecosystem’©. Not only the mind shift but the behavior, skill set and action behind that mind shift." Not only does it require that mind shift and skill set, but also the rigor and structure – internal processes, structure and ways of working – to deliver great, engaging experiences.”