Marketers = Experience Integrators

[From Forrester’s 2007 Marketing Forum]

Sylvia Reynolds faces a unique challange as Wells Fargo’s CMO. “We have the opportunity to delight or disappoint our customers in moments of trust every day,” she said. And there are a lot of opportunities for Wells Fargo, who receives 250 million phone calls to its call centers each year.

But how do you create delight in a world that is divided into 80+ silos, and justify organizational change when each silo is hugely successful? “Paradox is possible,” said Sylvia, meaning that while the 150+ year old Wells Fargo might be financially booming, that doesn’t mean it’s providing a consistently strong customer experience. Her recommendations:

At the end of her talk Sylvia made a poignant remark: “How did marketing become the “make it pretty department?” Marketers need to focus on taking back customer experience as part of their role in the organization.”