Author: Tom Uhlhorn

As a focus on Customer Experience (CX) in business and media continues its rise in popularity globally, a common question that is often asked – who owns the customer? Particularly when the remit of the CX and marketing teams overlap (and they almost always do), business leaders are at risk of siloing their CX projects from their marketing strategy. While expectations for the importance of CX are rising , it is marketers who are responsible for leading CX strategy and execution whilst remaining accountable to a return on investment. This can cause friction amongst organisations due to a knowledge gap…