Aligning Customer Experience and Marketing – by NBA’s Oklahoma City Thunder nets CCO of the Year Award
By: Colin Taylor
Congratulations to Pete Winemiller, SVP of guest relations for the NBA’s Oklahoma City Thunder, who was named the 2013 Chief Customer Officer (CCO) of the Year, by The Chief Customer Office Council (CCO Council). The award recognized individuals who “improving customer relationships, driving profitable customer behavior, creating a customer-centric culture, and helping other customer executives to achieve similar results,” according to Curtis Bingham, founder and executive director of the CCO Council.
The actions and philosophy adopted by Winemiller underscores the importance of aligning the customer experience with the marketing message, “Successfully managing the customer experience creates real connections with our community of fans, which becomes part of our overall identity,” Winemiller adds. “When a guest’s experience matches the core values of our organization’s marketing strategy…it reinforces the marketing message we convey to our customers through all media.”
This is can be a powerful approach and paid off for Winemiller as the Thunder scored the number one spot for ESPN Magazine’s Ultimate Fan Rankings last year.
At Taylor Reach we have long advocated the importance of aligning marketing with the customer experience and that the customer experience is a result of and natural conclusion of marketing activities. We offer numerous tools to support the development of this alignment including CX Snapshot that allows organizations to quickly assess the level and quality of their customer engagement.