ClickReads: The CMO and COO Should Work Together
Editor’s Note: ClickReads is our weekly series of the top technology and business stories relevant to the field service industry. Check back weekly for the newest installment, or look for the #ClickReads hashtag on Twitter.
We’ve reached an era of digital transformation that has given rise to mobile technology, augmented reality, and the Internet of Things. This technology means new opportunities for field service organizations to interact with customers and deliver positive customer experiences. It also means that customer expectations are higher than ever. And with so many new technologies and channels to market, it’s more important for people to work together within their organization. The best bet to lead the way is the one whose job is to know the customer—the Chief Marketing Officer (CMO).
The CMO creates the brand message and communicates it to customers. And per research from IBM, most CMOs recognize that developing better customer experience should be a top priority. But for companies to show they care about customer experience, they must go beyond the messaging. They also must deliver quality service. That’s where the Chief Operating Officer (COO) comes in.
It’s the COO’s job to know the company and how it operates. They must ensure their organization is equipped to live up to the brand promise the CMO communicates. For instance, your organization might promise speedy arrival and minimal wait times for service. In that case, the COO might suggest investing in predictive travel software so that techs can travel the fastest route to a site.
Now more than ever, it’s important for organizations to deliver the best possible customer experience. On-demand services such as Uber and Amazon have set the bar higher for service. Differentiating yourself from the competition might mean a complete transformation in the way your company interacts with customers. For instance, younger customers might prefer booking service appointments digitally. And if your organization doesn't have a website or mobile application to book service appointments, these customers might look elsewhere.
In field service, it’s especially important to provide quality customer experiences. Most interactions customers have with the company are with field technicians. If a customer must wait through a four-hour service window for their cable guy, who still shows up late, they’re going to be upset. And in this digital world, word spreads fast through social media. Your customer can write a bad review for the world to see and damage your reputation. This will hurt no matter how customer-centric your marketing campaign was.
Being said, it could be beneficial for the CMO and COO to work together when making company decisions. In this era of digital transformation, the CMO's role must go beyond traditional marketing. They know the customer, their demographics, and what they want. They have the tools and the knowledge to lead the way through the transformation, and towards improved customer experience. So they must act as a bridge between customer expectations and services delivered.
With guidance from the CMO, the COO can ensure that field techs have the tools to deliver optimal service to customers. It might be the partnership your organization needs to improve customer satisfaction and service.
If you’d like to learn more about the CMO’s role and the importance of customer experience in the digital transformation era, follow the links below: