Friday, October 5, 2018

The Relationship Between CMO and CIO



Because the brand is ultimately about the consumer experience, I have spoken about the cooperation that needs to happen between CMO and HR VP, but equally importantly in today's digitized world, there needs to be a close working relationship between the CMO and the CIO.

Consider the impact of the online banking software and its functionality to a customer's experience of his or her bank. Or of the software that powers the bank's ATMs. Consider how Tesla vehicles are completely dependent on Tesla's software in creating the user driving experience. Or consider any retailer that has both an online and physical retail presence. Does the software make the user experience seamless across the channels? Or any company that uses a CRM system. How good is that system at creating personalized customer experiences?

Amazon.com's user experience is completely based on software. And Uber and LYFT could not have become the industry disruptive brands that they became without the intricate software that drives them. But even consider the software that drives airlines' pricing, capacity management and transportation logistics. Or consider the software that supports FedEx, UPS and other package delivery companies. Even drone deliveries are software dependent.

My point is that software makes all of the difference in the world regarding user experience and therefore brand experience. So, if a CMO is not constantly working with the CIO to improve the customer experience, then that CMO should step down to make room for someone who is more attuned to today's world.

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