“Five ‘No Regrets’ Moves for Superior Customer Experience & Engagement” – McKinsey

The head of McKinsey’s marketing practice pens an article that unsurprisingly puts marketers in charge of the new discipline of Customer Experience management. Look beyond the territorial play and the creation of new jargon and these “five no regrets” moves make a lot of sense – adjusting the operating model to put customers at the centre of things.  They are essentially that the organization should plan, govern, coordinate and invest in customer engagement. However, like many of these blog style articles – the push for pithiness means superficiality.  For example – engagement seems to be more about insight and communications here – product / service design and alignment are not covered adequately yet are all critical to a great customer experience.  A quick introductory read – nothing here for the experts.