Why don’t more contact centers/departments employ or directly partner with marketing talent in their quest for greater customer connections? In over 100 projects in 9 years with Infinite Green, and prior to that in my corporate career, I rarely witnessed this. Yet, I had my most successful “customer movements” when we (operations and marketing) both sat down and just talked.
Any chance that one way to insights and innovation at speed is embedding a marketing resource into contact centers, and maybe a contact center agent into marketing design sessions?
I had the opportunity to share this perspective with wicked smart people in my Geek Squad days and during our “customer centricity” growth times at Best Buy. The results were magical. Insights were desired, brand focus and a look ahead was valuable currency, and much-needed linkage to a “higher purpose.”
At Infinite Green, we advise our clients to bring these two groups together, and then just let the value of the collaboration spring to life. Some of the best co-designed experiences happen when CX, Brand, and Operations come together. So why don’t more companies do it?