Marketing

Customer Insights & Feedback: Verbatim customer feedback, pain points, and success stories that can be used to create resonant, authentic, and effective campaign messaging. Understanding the "why" behind customer behaviour helps Marketing move beyond demographics.

Journey Mapping Contributions: A deep, evidence-based understanding of the end-to-end customer journey, including post-purchase experiences, which helps Marketing create relevant content for every stage and identify moments for re-engagement or advocacy.

Advocacy for Customer Needs: CX can act as a crucial sense-check, ensuring that marketing campaigns and content set accurate expectations and speak to genuine customer needs, preventing downstream dissatisfaction.

Process Improvement Suggestions: Feedback on how marketing-to-sales lead handoffs are perceived by customers and insights into any friction points on the website or in early-stage communication funnels.

Data & Analytics: Data on customer loyalty and advocacy (NPS/CSAT) by customer segment. This helps Marketing understand which personas or acquisition channels yield the most valuable long-term customers, allowing for better campaign targeting.

Regular Communication Channels: Set up a bi-weekly sync to share the latest Voice of the Customer (VoC) themes, review customer feedback from recent campaigns, and align on upcoming initiatives.

Joint Initiatives & Projects: Co-own the development of customer journey maps and personas. Collaborate on creating case studies or testimonial videos by identifying happy, articulate customers through CX feedback channels.

Data Sharing & Reporting: Provide Marketing with a regular digest of customer praise, complaints, and feature requests. Tag feedback by theme so Marketing can easily see what topics are trending and use customer language in their copy.

Cross-Functional Training/Workshops: Offer to run "Customer Empathy" sessions for the marketing team. Act as a sounding board or review partner for new campaigns to ensure messaging is customer-centric and clear.

Attending Their Meetings: Sit in on campaign planning and retrospective meetings to provide real-time customer perspective and ensure lessons from the customer experience are baked into future plans.

Active Listening & Empathy: Understand the pressure on Marketing to generate leads and show ROI. Position CX insights as a powerful tool to help them achieve their goals more effectively by creating more targeted and impactful campaigns.

"Which customer segments are you currently trying to attract, and how can our customer data help you refine that targeting?"

"What are the biggest assumptions you are making about customer needs in your upcoming campaigns, and how can we help you validate them?"

"How can we provide customer stories and quotes that would make your marketing content more powerful and credible?"