Podcast

CX Education 15: Transforming digital strategies for optimal CX with Christy Marble from Pantheon

Join Christy Marble and Heather Garand as they dive into the current state of digital customer experiences and discuss the importance of meeting expectations.

Transforming digital strategies for optimal CX with Christy Marble from Pantheon
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About this episode

In this episode of CX Education, host Heather Garand has a thought-provoking conversation with Christy Marble from Pantheon. They dive into the current state of digital customer experiences and discuss the importance of meeting expectations. Christy highlights the high stakes of the digital landscape, where a single misstep can lead to losing customers.

The discussion goes on to explore personalized marketing. Christy shares insights on how sophisticated personalization strategies can enhance the customer journey and deliver tailored experiences to suit individual needs and interests.

Lastly, the conversation turns to common CX mistakes affecting brands today. Christy identifies the key issues, stressing the need for brands to continuously work on removing friction from customer journeys. She highlights the importance of testing and improving digital experiences to meet consumers evolving needs.

Image for Christy Marble, CMO | Pantheon

Guest Speaker

Christy Marble, CMO | Pantheon

Christy is a global SaaS growth marketing expert and Chief Marketing Officer at Pantheon, a global website operations platform.

In her 20 years as a marketing executive, she has overseen successful digital, martech, and go-to-market transformations; product, e-commerce, and partner launches; acquisitions and integrations; successful rebranding; market expansion; and multi-billion-dollar brand and portfolio growth.

Image for Heather Garand, Sales Director E&M | Sinch

Host

Heather Garand, Sales Director E&M | Sinch

Heather Garand, is a marketing storyteller with over 15 years’ experience helping lead omni-channel growth for a number of Canada’s largest brands today. Currently Heather is the Sales Director Canada for Sinch. Sinch is a leading player in the Communications Platform as a Service (CPaaS) space and one of the fastest growing cloud players. Heather helps companies understand and integrate the power of CPaaS solutions for companies to have the best-in-class Customer Experience.

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Key insights

Customers are increasingly picky about when and how they interact with brands. A single misstep can lead to lost engagement. 51% of consumers have stopped interacting with a brand due to a bad customer experience, and 17% have stopped after a poor website experience. This highlights the importance of delivering seamless, responsive, fast digital experiences to retain customer interest and loyalty.

Personalization in marketing can be a powerful tool, but it’s not universally appreciated. Christy shares that while personalization can enhance the customer journey by delivering experiences tailored to individual needs, it can also be polarizing. 64% of consumers prefer generic communication or are indifferent to personalization, while about a third want personalization. This shows that marketers need to strike a balance in their personalization strategies.

Brands need to work on removing friction from the customer experience. Rigidity and a one-size-fits-all strategy are common mistakes – like privacy banners blocking entire screens on mobile devices! Christy highlights the importance of testing and improving digital experiences to make sure they meet consumer needs.

Episode highlights

The current state of digital CX

“Customers are more and more discerning about when and how they want to interact with brands. They expect brands, the companies they work with to deliver the experience they want, when they want them and the way they want ’em.”

Polarization of personalization

“Our research showed that personalization can still be a little polarizing. 64% of consumers say that they either prefer generic communication or that they just are indifferent to it. That means about a third of consumers want personalization.”

Common CX pitfalls

What prevents brands from delivering an exceptional customer experience? They need to work on removing friction.

“What causes challenges for brands are the things that make them seem rigid or like a one size fits all strategy.”
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CX Education

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