Nobody Owns the Customer

Inside a company, the customer gets split into pieces. Marketing gets them interested. Sales gets them to buy. Ecommerce owns the website. Customer service handles what happens next. But the customer does not experience any of those departments separately. They experience one company. In this video, I talk about why that disconnect creates so many brand problems, why customer experience gets fragmented internally, and why great brands feel coherent across every touchpoint. Because from the customer’s perspective, the ad, the website, the product, the packaging, the sales experience, and customer service are all part of the same thing. The customer does not experience marketing. They experience the brand.