Who owns the brand experience?

One of the issues that marketers grapple with when trying to design a better brand or customer experience is that often, everyone and no one “owns” experience. 

So, for example, one team owns the customer call center, and another owns email communications, and another owns product, and another owns… and so forth.

Of course customers don’t make these distinctions — they just expect the entire experience to be great, from start to finish, across touchpoints.

An article by McKinsey & Company that’s been sitting on my desk for a shocking period of time (yes, very analogue) does a terrific job of addressing this issue and suggesting ways that organizations can fix the problem. 

Here’s a link to the article online > http://www.mckinseyquarterly.com/Were_all_marketers_now_2834