Marketing's role moves from promotional messaging to customer experience. About time too.

I don't think there is much new in this report from Experian.  It seems like the same old concerns and criticisms about marketing go around in an endless loop.

The one comment that caught my eye referred to the expanding role of marketing. I quote.

Marketing organizations around the globe are taking on more ownership of the customer experience, shifting responsibilities beyond promotional messaging to include other business functions.

This is good news but it is taking some time to happen.

Our AF Tool is aimed firmly at helping marketers improve the quality of the customer experience. We have seen at firsthand how difficult it is for organisations to truly embrace the concept of customer experience and the customer journey. The difficulty is finding ways of working across the multiple silos that are responsible for each of the touchpoints.

 It might be difficult but it is the key to delivering outstanding customer service. Dick Stroud