To true leaders in the space, customer experience is more than just icing on the cake; it’s a crucial part of the organization’s value proposition. In an age where the marketing technology gap is shrinking by the day, CX is often the differentiating factor between those who understand customer loyalty and those who continue to miss the mark.
MassMutual has made CX a core tenet in its business, and enjoys substantial success in the sector as a result. Rather than simply adopting a new tagline and walking away, the company socialized and reinforced the idea of “living for service” in order to ingrain it directly into the MassMutual culture. This concept is now an inextricable piece of the brand’s DNA, and shows in every interaction it has with customers.
Join Una Morabito, SVP, head of client management for MassMutual, as she details how the company created this culture of committed service, as well as the ways in which it leverages existing technologies to align processes with this new charted course. A shift in culture is never easy, but MassMutual serves as an example of how it can be done seamlessly and with the dedication needed to enact tangible change at an organizational level.
- Reinforcing the importance of placing CX as a core piece of the value proposition, as well as communicating that value to audiences both internal and external
- Creating a culture centered on the customer, and reinforcing this culture to the point of being a foundational piece of the larger customer loyalty picture
- Building alignment between technology and mission; leveraging tech both new and existing to augment new CX initiatives