Carolina Martinoli, director of brand and customer experience at British Airways (BA), agrees CX must be a corporate mindset rather than being viewed purely as a marketing or customer function. There needs to be an understanding and an appreciation at the very top level that without great CX it is hard to develop and grow a business over the long term.

She says customer expectations and brand delivery must be aligned. At BA, this includes everything from booking a flight and the experience of the airport lounges to how someone is looked after on the aircraft. “What matters is the overall feeling people are left with after their journey and how they respond when someone asks them whether they enjoyed the experience.”

All the professionals on the CX50 list have played an influential part in ensuring their particular brand promise is authentic and real.

“Brands don’t communicate in one direction these days; it is a two-way conversation in real time with savvy and discerning customers,” says Martinoli.

“Positives and negatives are exposed and amplified, especially with the acceleration of social media, which gives brands the opportunity to be more human and vulnerable. When we fail to deliver, we have to acknowledge our mistakes, be transparent, apologise and make things better for our customers.”

It’s everyone’s responsibility to think about customer experience.

Sourced through Scoop.it from: www.marketingweek.com