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Posted by Site Administrator on April 11, 2007
By Ross Popoff-Walker - Researcher, Customer Experience, Forrester
Sylvia Reynolds faces a unique challange as Wells Fargo's CMO. "We have the opportunity to delight or disappoint our customers in moments of trust every day," she said. And there are a lot of opportunities for Wells Fargo, who receives 250 million phone calls to its call centers each year.
But how do you create delight in a world that is divided into 80+ silos, and justify organizational change when each silo is hugely successful? "Paradox is possible," said Sylvia, meaning that while the 150+ year old Wells Fargo might be financially booming, that doesn't mean it's providing a consistently strong customer experience. Her recommendations:
At the end of her talk Sylvia made a poignant remark: "How did marketing become the "make it pretty department?" Marketers need to focus on taking back customer experience as part of their role in the organization."
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