Driving a cohesive organizational narrative

For organizations to drive growth, internal culture must align seamlessly with the external customer experience (CX). The key to achieving this harmony lies in cross-functional partnership at the C-Suite level, particularly between the CEO, CMO, and CHRO. Because delivering your brand promise to your customers demands an aligned culture—one where the way things are done internally plays out in a positive experience externally for customers.

Each bring unique expertise, and it’s this partnership that drives an integrated approach to creating a culture that ultimately drives customer satisfaction and business results. For it to work, each leader needs to be laser focused on applying their functions expertise to the partnership.

What this means for the CMO

CMOs are an essential component of the employee experience through:

—A deep understanding of the customer: they know the client inside out—what they want today and what they’ll need in the future. Armed with data, insights, and experience, they are in a unique position to understand external drivers of growth. And as a result, advise and support on key elements of the employee experience that ensure those drivers are met.

—Creative thinking and experience design: CMOs understand how to design experiences that build connection and loyalty. They can harness this knowledge and skill to design internal experiences that resonate with employees and are connected to the brand, ensuring a consistent message across all internal and external touchpoints.

—Simplify and reduce friction: Creating minimum-fuss, hassle-free experiences for customers is a core component of the CMO role. They can apply this mindset to the EX, reducing barriers that hinder satisfaction and performance.

It is these attributes that CMOs can translate into the EX, ensuring employees are equipped and empowered to deliver for customers. They are uniquely positioned to advise and design EX strategies, in conjunction with CHROs, that deliver on the brand promise. It’s this insight-led, outside-in approach to EX that is the future of organizational success.

The CEO, CMO, and CHRO partnership: a necessary triad

It’s the collective effort that drives organizational success. In this collaborative model, the CMO’s external insights can shape the employee experience, ensuring customer expectations are met.

Working with the CMO, the CHRO ensures that employees have the tools and training to deliver. And this all ladders up to the CEOs overarching business strategy and ambition for growth.