Circle of Fellows #35: The Communications Role in the Customer Experience (CX)

The Customer Experience (CX) is defined loosely as the cumulative impact of every interaction a customer has with a company, from first becoming aware of the organization or its product/service through post-purchase touch-points (including using the product and getting support).

CX usually is housed in the Marketing Department with ample opportunities for communication input. Other communications outside of Marketing’s jurisdiction matters, too. From the PR department to internal communications, communicators can help create an outstanding customer experience that inspires loyalty and sets your brand apart. Communicators can play a pivotal role in setting a customer experience vision, defining your organization’s customer experience against the competition, and researching customer needs and desires.

On July 19, four IABC Fellows convened for a live online conversation about the communicator’s role in creating a memorable CX. The panel includes Amanda Hamilton-Attwell, George McGrath, and Jim Shaffer. FIR podcast host Shel Holtz (also a Fellow) served as moderator.

About the panel

Dr. Amanda Hamilton-Attwell, accredited by both IABC and PRSA. She is Managing Director of Business DNA, based in South Africa, which provides strategic research and consulting, including communication audits, customer service and other focused research and training in communication skills. Her career has also included a 15-year stint as a research manager for the National Productivity Institute.

George McGrath is founder and managing principal of McGrath Business Communications, which helps clients build winning corporate reputations, promote their products and services, and advance their views on key issues. George brings more than 25 years in PR and public affairs to his firm. Over the course of his career, he has held senior management positions at leading strategic communications and integrated marketing agencies including Hill and Knowlton, Carl Byoir & Associates, and Brouillard Communications.

Jim Shaffer is a business advisor, leadership coach, author, and speaker. As leader of the Jim Shaffer Group, he helps organizations accelerate results through superior strategy execution. The Jim Shaffer Group creates hard business results by translating the business strategy to the people who need to implement it, aligning systems, processes, and culture to make the gains sustainable. Jim was an architect and leading practitioner of Towers Perrin’s (now Towers Willis Watson) change management consulting practice. He designed and produced the IABC Academy Course, “Managing Change Communication to Drive Results and Value.” Some of his change management clients have included: Abbott, ConAgra Foods, FedEx, IBM, ITT, Mayo Clinic, Medtronic, Owens Corning, Pfizer, Toyota.