Dixons Carphone on why marketers should be responsible for customer experience

Dixons Carphone’s head of customer experience Katy Minson believes marketers must take control of the customer experience to ensure the brand proposition it delivers through marketing and branding are replicated in stores, on digital and across any touchpoint where a brand interacts with a consumer.

Speaking to Marketing Week’s editor Russell Parsons at Marketing Week Live, she said marketing must “lead the band” to ensure the whole business, from delivery drivers to store staff and social media, are working to offer the same experience to customers. She also said it is crucial to break down businesses “silo mentality” by getting the CEO to buy into customer experience.

Watch the video to find out Minson’s take on the future of customer experience, the challenges she faces and why customer experience is like a bank balance.

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