#Hashtags, The Gartner Marketing & Communications Podcast Reduce the Churn That Matters Most
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Dec 10, 2024 Joining the discussion is Augie Ray, a Gartner Vice President Analyst specializing in customer experience strategy. He dives into the critical nature of customer churn, emphasizing the importance of understanding where and why customers abandon brands. Augie highlights how CMOs can leverage data insights to identify detrimental touchpoints and implement proactive strategies to improve customer retention. He also explores the influence of organizational biases on CX initiatives and the need for a holistic approach to enhance brand loyalty throughout the customer journey.
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CMOs and CX
- CMOs should be responsible for the customer experience to drive growth.
- Focus on customer retention alongside acquisition.
Why CMOs Neglect Post-Acquisition
- CMOs often neglect post-acquisition activities due to limited influence, resources, and differing visions of their role.
- Some focus on brand reputation and lead acquisition, while others prioritize growth and CX.
Leveraging CX Data for Churn Reduction
- Use customer experience data to reduce churn by mapping the entire customer journey.
- Analyze data by persona to identify successful and unsuccessful customer segments.