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Nearly a decade of digital transformation has been compressed into the past 12 months. Drastic shifts in consumer needs, behaviors, and preferences have upended business models across all industries—and many brands have failed to adapt.
Customer experience (CX) is now the determining factor on whether a brand thrives or ceases to exist in 2021 and beyond. Research from the American Consumer Satisfaction Index (ACSi) has shown that CX-leaders outperform competitors by 400%, while CX-laggards fall further behind.
While transforming a CX-centric brand takes the entire organization, it will be led by today’s marketers. In fact, according to McKinsey & Co., over 80% of CEOs expect CX growth to come from the marketing teams, which means marketing leaders need to think differently than they have in the past. Their scope covers every touchpoint and experience across the full customer lifecycle.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring ActionIQ's CMO, Leah Pope, along with panelists Ekta Chopra, chief digital officer at e.l.f. Beauty, Carrie Tharp, vice president, retail and consumer at Google Cloud, and Elizabeth Shaw, strategist and CMO Advisor. They discussed why marketers must unify external and internal silos to create a CX-centric organization.
Watch this webinar and learn:
Leah Pope is CMO at ActionIQ. Leah came to ActionIQ from Salesforce, where she held a dual role, covering the full suite of marketing cloud products from B2B to B2C. She served as head of marketing for Salesforce Marketing Cloud, as well as CMO at Datorama, which Salesforce owns.
Ekta Chopra is chief digital officer at e.l.f. Beauty. Ekta joined e.l.f. in 2016 and brings over 20 years of technology experience from private equity and retail companies. In her current role, she is responsible for digital transformation, including engineering, data ecosystems, enterprise applications, security, and consumer technologies.
Carrie Tharp is vice president, retail and consumer at Google Cloud. Carrie is responsible for creating and executing Google Cloud’s global product, partner, and go-to-market strategy in the retail industry. She helps retail and consumer businesses unlock the power of the cloud, machine learning and AI to drive value for their businesses and improve customer experiences.
Elizabeth Shaw is a strategist and CMO Advisor. Elizabeth consults with Fortune 500 CMOs and senior leaders on digital transformation, marketing innovation and marketing operations. Elizabeth held various marketing practitioner and thought leadership roles focused on innovation and digital marketing for over 20 years at leading companies including Sephora, Forrester, Constellation Brands, Gartner & Omnicom Group.