February 28th, 2012 By Jack Morton
Great interview in Adweek with Audi’s customer experience director Jeri Ward, who explains why brands need customer experience owners:
“I look at the entire customer journey, from shopping to ownership to repurchasing to the call center. It’s about taking the momentum of the marketing and making sure that it’s being fulfilled.”
In other words, for a brand it means walking your talk, meaning what you say, and ensuring that you really do deliver an experience that’s consistent with your brand. It’s about caring as much about your call center—which traditional marketers don’t generally associate with “brand”—as the ads your customers see.