CUSTOMER EXPERIENCE
“ One of the most effective ways marketers can collaborate with product development is by ensuring both teams are working from the same customer insights – which is the most valuable source of truth available to us,” Jeremy says.“ Rather than creating a marketing story independently, marketers should share what they’ re hearing from customers so product teams understand the problems people are trying to solve.”
A key example of this within the Intuit team, Jeremy says, is the company’ s Clustomer campaign – a portmanteau of‘ cluster’ and‘ customer’ – launched in 2023.
“ The idea for this came after we discovered our customers’ biggest pain point was figuring out better ways to personalise at scale,” he explains.“ We wanted to visualise that problem in a fun and simple way that marketers could identify with, and thus the Clustomer idea was born. A tangled mess of customers with different behaviours, all grouped together as one audience.”
The campaign was designed to spotlight a challenge that the marketers recognised, presenting its segmentation and automation tools as the solution.
“ The campaign demonstrates how collaboration can ensure the marketing story matches the customer experience,” Jeremy says. marketingchief. com 105