As I watched one of my favorite shows last night, Undercover Boss, I couldn’t help but wonder why these leaders weren’t doing these types of things daily.
For me it all goes back to marketing. Marketing is not a department. Marketing is your sales rep, your invoice, your call center, your delivery van driver and more. It’s all marketing. How so? It’s all about the customer experience. This show peels back that cover week in and week out.
Looking for a new marketing campaign? The very first thing I would suggest is to go under cover on a discovery exercise to see where your company is failing or succeeding in your customer touch points. Are you listening to your customers or your shareholders? You need to focus on people first and profits will follow. Marketing strategy should not be about creating a veneer of what should be, but about creating a reflection of what is.