In recent years, a significant trend has emerged in organizations worldwide: Customer Experience (CX) departments are increasingly being integrated into marketing teams. This move is driven by the recognition that CX is no longer just about service; it is now a crucial driver of sales, customer loyalty, and long-term brand success. With customer expectations higher than ever and competition fierce, companies are realizing that seamless, delightful customer experiences are not just nice to have—they’re essential for growing and retaining a customer base.
This shift reflects the increasing alignment between CX and marketing, as both functions aim to engage and retain customers, build brand loyalty, and ultimately drive revenue.
Traditionally, customer experience departments were often seen as a post-sale service, a place where customer support representatives dealt with complaints, returns, and queries. However, as businesses and customer expectations have evolved, so has the role of CX. Today, CX goes beyond handling customer issues; it involves designing and managing every touchpoint a customer has with a brand, from their first website visit to post-purchase support.
This shift has led companies to recognize the profound impact of CX on sales and customer loyalty. According to a report by PwC, 73% of consumers say that a good experience is key to influencing their brand loyalty, and companies that deliver superior customer experiences can charge up to 16% more for their products and services. As such, CX is now viewed as a strategic advantage—one that can directly contribute to the bottom line.
With the growing importance of customer loyalty in an age where acquisition costs are skyrocketing, businesses are increasingly focused on the lifetime value of their customers. The customer journey—from discovery to purchase to advocacy—has become a key focus for marketing departments, and CX plays a critical role in that journey.
By integrating CX into the marketing function, businesses can ensure that every touchpoint is optimized to build a positive and lasting relationship with customers. This alignment allows marketing to create more personalized and cohesive customer journeys, leading to higher engagement, greater loyalty, and more sales.
For example, personalization—a critical aspect of modern marketing—is driven by data collected through CX interactions. Marketing teams that work closely with CX departments can use this data to create targeted, personalized campaigns that speak directly to customers’ needs and preferences. This not only drives immediate sales but also fosters long-term loyalty.
Marketing is no longer just about pushing products; it’s about creating a brand that customers trust and love. This is where CX and marketing truly intersect. Exceptional customer experiences contribute directly to how customers perceive a brand, influencing their willingness to engage, purchase, and advocate for that brand.
According to Salesforce, 80% of customers now view their experience with a company as important as its products. When CX is aligned with marketing, brands can ensure that every customer interaction reflects their values and mission, helping to create a consistent and positive brand image. This is particularly important in an era where customers are quick to share their experiences—positive or negative—on social media and review sites, which can dramatically impact brand reputation.
One of the most powerful ways CX and marketing drive value together is by fostering customer loyalty. A loyal customer base is not only more likely to make repeat purchases but also to act as advocates, spreading positive word-of-mouth and bringing in new customers.
According to Harvard Business Review, acquiring a new customer is 5 to 25 times more expensive than retaining an existing one. By focusing on creating exceptional customer experiences, brands can improve retention rates and increase customer lifetime value. When CX teams work in tandem with marketing, they can create loyalty programs, offer personalized promotions, and provide proactive support that keeps customers coming back.
For instance, Amazon’s success can be largely attributed to its relentless focus on customer experience. By making CX a central part of its marketing strategy, Amazon has cultivated a fiercely loyal customer base that values the convenience and reliability it offers. The Amazon Prime program is a perfect example of how CX and marketing can come together to create a seamless and rewarding customer experience that drives loyalty and long-term customer value.
One of the key reasons CX departments are moving into marketing is the central role of data. Both functions rely heavily on customer data to inform strategies, and integrating the two ensures that data is shared and utilized effectively. This allows for a more holistic view of the customer journey and enables teams to make better-informed decisions about how to improve customer interactions.
For example, a CX department can provide insights into common customer pain points, which the marketing team can then address in their messaging or product offerings. Conversely, marketing can share customer engagement data that helps CX teams tailor their service offerings to meet specific customer needs. This level of collaboration creates a continuous feedback loop that enhances both customer satisfaction and business outcomes.
As the market becomes increasingly competitive, businesses must find new ways to differentiate themselves. Customer experience is emerging as one of the most important differentiators in today’s market. According to Gartner, by 2022, two-thirds of companies will compete primarily on the basis of CX.
The integration of CX into the marketing organization is a natural evolution, reflecting the growing importance of customer experience in driving both sales and loyalty. By working together, these departments can create more cohesive, data-driven strategies that improve the overall customer experience and build stronger, more loyal customer relationships.
As businesses continue to recognize the vital role that customer experience plays in driving both sales and loyalty, CX departments are being increasingly integrated into marketing organizations. This shift allows for a more cohesive, data-driven approach to managing the customer journey, ensuring that every touchpoint is optimized to build lasting relationships with customers. By aligning CX with marketing, businesses can not only meet but exceed customer expectations, creating a competitive advantage that drives long-term success.
