Marketing is all about influence.
To merge that influence with customer engagement—another in-demand marketing skill—communications managers are lending themselves to organizations’ customer experience efforts.
A 2015 Economist survey says more than three-quarters of customer experience roles will be led by marketers within five years. As many marketing professionals hone engagement skills, executives are looking to hire communicators who can keep their customers and capitalize on their lifetime value.
Here’s more from Economist about the role of marketing in relation to customer advocacy:
The reason marketers strive to create those differentiated, consistent and outstanding touchpoints is to build engagement. And engagement, which used to be seen as more about branding and awareness, is increasingly perceived as key to the loyalty and advocacy stages of the customer life cycle. An engaged customer is one who sticks around.
If you possess skills in technological or digital engagement, or have an interest in advocating for customers, positons abound in the customer experience department.