Teleflex is a global provider of medical devices and technologies, which is committed to promoting superior customer experience through its internal “Exceptional Everyday” campaign.
The company asked Signal to create a video to be shown the Teleflex annual corporate meeting, as an introduction before the CEO’s keynote address. The goal was to celebrate the importance of every employee’s role in the customer experience, affirming to every one of them that “what you do matters” in saving the lives of patients.
The resulting video was a complete turnkey project from Signal’s video production team, from concept development, script and storyboards, thorough voiceover recording, music sources, mixing and editing. For authenticity, the production included two days of location shooting with actual Teleflex employees in their work settings.
The new norm in marketing includes a shift in team roles and delivery models, with an increased emphasis on jack-of-all-trades team members who can roll up their sleeves and get stuff done. We’re seeing more and more organizations who need to micro-target opting to find partners who can think like a CMO or CTO instead of filling high-level executive roles.
Forrester also considers 2021 a year of reinvention for CMOs and their teams.
- The research group predicts that leaders will integrate marketing and CX this year, no longer segregating acquisition from product utilization, customer service, retention and advocacy.
- Because growth is tied to continued use of a company’s offering, it’s also imperative that marketing teams focus on acquiring customers who will stick around, reemphasizing full-fledged loyalty programs rather than frequency-based rewards.
- Chief marketing officers will need to drive customer obsession within their teams, putting the customer at the center of everything they do – from leadership and strategy to operations.
CMOs are also prioritizing digital in their budgets.
- The latest CMO Survey reports that while marketing spending decreased by 3.9% over the last year, marketers reported an 11.5% increase in digital marketing spend, showing us the shift in HOW they are spending their budgets.
- Social media ad spend has continued to increase, leaping nearly 30% (Q3 2020 vs. Q3 2019). This trend will only accelerate as we pull out of the pandemic.
- Do you have the bandwidth to generate and nurture leads?
- Take a close look at what skills you need on your team. Do you need to train existing team members, or hire new ones? Remember, the more senior the hire, the higher the investment across the employee lifecycle – from recruiting and training, to management and engagement.
- What’s happening with your trade show manager and their budgets?
- In fact, what’s happening with your budget overall?
In case you missed it, check out the other installments of our CMO Intelligence series:
People are suffering greatly during the pandemic, under many layers of pressure. The new norm is empathy and genuine concern over the issues facing people during this crisis. Consumers are now looking for companies to be a lifeline and to provide flexible, feeling interactions. In order to thrive now and after the pandemic, a relentless focus on the customer experience is required.
Those who made strides in CX during 2020 worked to discover what really matters to their customers, looked for ways to improve important experiences, and focused on tasks with the biggest potential upside for customers as well as their businesses. They then trained their employees and gave them the tools they needed to deliver a great experience consistently.
According to the Forrester’s Guide, these efforts will continue to bear fruit as 25% of brands achieve statistically significant advances in customer experience quality while actually cutting their CX technology spend. How is this possible?
- Smart businesses will look to have one voice-of-the-customer program rather than many, consolidating CX tools and technologies and to save big money.
- A new focus on the value of technologies remaining, coupled with strategic efforts to improve CX, will enable companies to better deal with the forced evolution caused by the pandemic.
A few brands making a splash with unique pandemic content:
In an effort to increase interaction with customers while stores are partially closed, Nike created a subscription app – Nike Training Club – to offer live workouts, fitness plans, and expert tips. Membership is free. Additionally, Nike is putting out more content on its Nike and Nike Running Club applications, the Nike.com website, and social media. Its marketing campaign, Play for the World, shows how its roster of athlete endorsers remain in top shape during the pandemic and offers digital resources athletes need to stay healthy indoors.
Ikea is encouraging people to reconnect with their homes in its #StayHome campaign. Without trying to sell IKEA products to consumers directly, this campaign aims to inspire people not only to stay home but to enjoy and find comfort in their own homes.
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