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Article : "Marketers Ruin Everything" - Really?

#contactcenterworld, @taylor_reach

This article by JD Fairweather, VP Southeast U.S. for The Taylor Reach Group addresses who should be leading your customer experience efforts and why marketers should not be responsible for this action in a micro level.

If "marketers ruin everything" as Gary Vaynerchuk, CEO and founder of Vayner Media stated, why are so many leading customer experience projects? Who is leading your customer experience efforts?

Let me start by saying that I’ve got no beef with marketers. They are key to the success and growth for most, if not all, companies. That being said, should they lead customer experience efforts? Here are a few things to consider.

Marketers are incentivized to create, not nurture, experiences. An amazing marketer is like a magician. Great at the "pledge" and the "turn", making the ordinary appear extraordinary. They are motivated to capture the audience attention and influence the desired outcome; not so much the maintenance of those relationships.

There’s the rub; those experiences are not usually "our" experiences. They are crafted. And although they draw people in, they are fleeting - when finally gone, more personal and organic experiences need to be cultivated. These experiences are outside the scope of most marketing team initiatives, desires or training.

Which leads to the second point; a really good marketer is trained and inclined to think in groups, personas, segments, and samples, not individuals. They create sweeping profiles of their customers to cast bigger nets that haul in the thousands, sometimes millions. On the macro-level, this is exactly what you’d want. However, on the micro level, each customer has different desires and wants out of life. Therefore, each has a different emotional journey with your service. How they feel about a brand differs when things are good, or when they go bad. I won’t say that absolutely no two experiences are alike, but each one, no matter the similarities, at the heart of the matter feel differently about a brand. If marketers were good at the individual, they would be in sales.

Marketers success is primarily measured by their Returns (ROI), the results, and should be. I’m not saying they are gold diggers, but marketers are marketers. They hunger for numbers, boasting their prowess over the masses. Yes, I know some "social marketers" are given leeway to show value in things like "impressions" and "reach", but that will end eventually. If you are a marketer and you can’t provide measurable results, your time as a marketer is limited.

The emotional, at times illogical, nature of customer experiences makes it difficult to show returns on things like success and satisfaction; pardoned only by the palpable sense of happiness and loyalty expressed by customers which also can be difficult to measure.

So then who should be responsible for leading customer experience strategies?

Customer experience is a stake driven through the center of a company, touching every department and therefore the only person that can truly be responsible for the experience is the CEO.

Yes, well that is obvious, but not really. Most CEOs are reactionary to customer experiences. They don’t want bad ones to happen but they aren’t proactively championing that they don’t. Many CEO’s will candidly tell you that they don’t need to deliver the best customer experience, but only be no worse than their competitors. This is shocking to consider when the companies with the best experiences are heralded for having CEOs or Founders that put the customer first; Disney, Amazon, Zappos, Starbucks, Ritz Carlton, Nordstrom and Apple, all companies with exceptional customers experiences that have or had CEO’s that took ownership of ensuring great experiences strategies were championed, if not created, by them. The CEO usually takes a longer term view of the customers than anyone in sales or marketing. CEO’s, good ones are around longer and know the success of any organization lies with customers and their view of the company.

It would be unrealistic to think that all CEOs will take up all of this responsibility and have a genuine desire to do so. That’s where a Chief Customer Officer (CCO) or a Chief Experience Officer (CXO) would be needed; a conversation for another time.

What are your thoughts on marketers leading customer experience efforts? Who is responsible for the customer experience strategy in your company today?

#contactcenterworld, @taylor_reach

About JD Fairweather:
A thought-leader in Customer Service and Experience Design, JD Fairweather has been building and optimizing global call/contact centers for more than 20 years. He currently serves as VP, at the Taylor Reach Group, a leading provider of assessment, planning, and implementation services to optimize call/contact centers and other customer experience channels.

About The Taylor Reach Group:
Company LogoThe Taylor Reach Group is a call center and contact center consultants specializing in customer experience consulting and call and contact center consulting, management, performance, technologies, site selection, tools and assessments. All we do is customer experience and contact center consulting: strategic and tactical. Our contact center and customer experience consultants have helped management in hundreds of contact centers and organizations achieve – and exceed – their business goals.
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Today's Tip of the Day - Loyalty Versus Satisfaction

Read today's tip or listen to it on podcast.

Published: Wednesday, May 3, 2017

Printer Friendly Version Printer friendly version

2023 Buyers Guide Workforce Management


Alvaria Workforce
Alvaria Workforce (formerly Aspect Workforce Management) is a high-performance contact center software solution that provides the forecasting, planning, scheduling, employee self-service and real-time agent tracking to ensure that all agents and supervisors are productive, engaged in their work and delivering an exceptional customer experience.


Noble ShiftTrack WFM
Maximize the efficiency of your contact center and meet/exceed customer expectations with workforce engagement tools that help you accurately forecast workloads, match the right resources to your needs and keep agents motivated. More than just scheduling agents and tracking shifts, Noble’s ShiftTrack WEM solutions optimize labor costs, manage capacity more effectively and improve service levels.


Calabrio ONE
Calabrio ONE offers contact centres the complete toolset to unlock the tremendous value buried within customer interaction data and use it to transform the entire business. One seamless solution combines a fully integrated workforce optimization suite with powerful voice-of-the-customer analytics tools deployed—in the cloud, on-premises, or in a hybrid environment.

Capture every customer interaction across all channels. Extract predictive and prescriptive insights. Elevate customer experiences, improve employee engagement and increase operational efficiency. Then, extend customer-centric strategies across the business to accelerate sales, drive innovation and move your business forward.

eGain Corporation

eGain Solve
Rated #1 by analysts and trusted by some of the biggest brands in the world, eGain Solve helps businesses design and deliver smart, connected customer journeys across social, mobile, web, and contact centers. You can sell smarter, serve better, and know more.


Eleveo WFM
Eleveo WFM was designed to simplify scheduling, forecasting and adherence for commercial contact centers with 500 agents or less. The product is easy to use for supervisors who are not WFM experts, but provides value for scheduling, shift changes, schedule adherence and supports multi-channel and multi-skill requirements. Eleveo WFM was built using open source, cloud technologies but can be installed on premise, in a hybrid environment or hosted for you in AWS.

ethosIQ, LLC

BPO Optimizer
ethosIQ’s Business Process Outsourcer (BPO) Optimizer allows clients to manage their vendor contact center resources without requiring manual intervention through our manufacture-agnostic data collector processes. ethosIQ collects schedule and exception data, based on your desired parameters. Collection of data is transparent and doesn’t require intervention from either you or your vendor resource. You know your needs, and now you can manage those needs effectively, efficiently and effortlessly, using ethosIQ’s BPO Optimizer!

Lieber & Associates

Technology Consulting Services
Lieber & Associates provides consulting services to select, contract for, test, implement, and optimize workforce management systems. It's technology consultants have worked with all major systems and many smaller ones. Counsel is informed by several decades of WFM experience.

MFE International

Agyletime Cloud Workforce Management
Agyletime is an enterprise grade true Cloud WFM and t is channel agnostic .
Its ease to Use , easier onboarding, forecasting and better scheduling.
You can integrate to CRMs such as SFDC, Zendesk, ServiceNow and others and to telephony systems such as AVAYA, CISCO, Genesys and other cloud telephony systems ; to independent Chat systems to aggregate data for WFM omnichannel forecasting, scheduling, optimisation and reporting.

OpsTel Services

The SPEED solution solves for service level issues while cost optimizing the environment with automation.

Provides an enhanced way to speed up & optimize invoking temporary agent skills configuration changes into the contact center environment.

Speed allows you to schedule both future changes & temporary changes that auto-revert back to the original state when scheduled time expires.

Speed features:

*Automated / Scheduled Temporary Agent Skills Configuration Management
*Immediate Temporary or Reoccurring Schedule Skills Configuration Changes
*Easy to Use/Operations Administration Focused
*Descriptive Monitoring Activity Dashboard
*Detailed “End to End’ Audit Trail and Perfor...
(read more)

10.) Phonestat

Track staff performance, capture meaningful feedback and deliver quality customer experiences using Phonestat. Our cloud based solution allows you to create simple scorecards to provide instant feedback and training to your staff.

There are powerful integrations to source interactions from anywhere and an open API to allow you to build your own.


VADS Workforce Management
VADS Workforme Magaement is a smart tools that gives connectivity to the workers while working remotely. An intelligent workforce management system that aims to improve operation efficiency with the end goal to provide first.

QPC Ltd.

QPC WFM - Calabrio/Teleopti Specialism
QPC has a long and successful history of delivering tried and tested innovative workforce management systems, and the training and consultancy needed to ensure organisations can leverage the customer service and operational efficiency benefits workforce management principles and automated workforce management systems can deliver.

Simucall limited

Assessment of Contact centre job applicants
Pay As You Go remote assessment tool for contact centre job applicants.

NO set up or registration fee and NO minimum use contract

Assess your applicants ability to listen to a caller, recognise the important pieces of information and record them into a logging system swiftly and accurately under pressure.

Full management dashboard

Pay per completed assessment (no charge if abandoned or not taken by the deadline you set)

Choice of assessment environments - including Insurance claims, Financial transactions, Emergency service calls, Utility defect report and IT Helpdesk

Variety of UK accents used by callers (of different ages and genders)

You retain control of all communication with the applicants

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