Research shows that the marketing function is playing an increasingly important role in the CX as advances in technology enable greater customer understanding and
insight, allowing organisations to tailor their strategies to ever more sophisticated, demanding and proactive customers. Every interaction that a customer has with a company, be it online or offline, changes their impression of the brand. For this reason, there has never been a more important time for the marketing function to ensure a great CX through each touchpoint of creating awareness, driving conversions, and keeping existing customers happy.
