Who should own the customer experience within a company in a B2B complex industry? How do you measure its impact? How do you translate strategic vision into actionable, data-driven initiatives that drive real results? Why is marketing uniquely positioned to lead customer experience initiatives and drive organizational alignment? And where to start if you work in an industry where customer experience has not traditionally been a priority?

Today, we discuss customer experience and retention with Bita Popovic from Trimble. As the Global Head of Customer Retention Marketing, Bita has a diverse background in customer success leadership, marketing, sales, and engineering. She shares her insights on the importance of breaking down traditional silos so that customer experience (CX) becomes a shared responsibility across the entire organization.

In this episode, you’ll hear more about the evolution of customer experience: From buyer experience to the full customer journey, how to balance short-term and long-term goals, what is the cost of inaction, and what the future of customer retention looks like. Bita shares practical advice for marketing executives to implement immediately to improve their customer experience efforts. 

Connect with Bita on LinkedIn.