The customer, by the nature of things, does not need to have specific knowledge in the field in which the company does its business. However, even if there is no previous experience with the organization and its products, a successful holistic marketing approach allows the customer, from the very first moment when entering the point of sale of the requested business entity, to look at TV commercials and/or search for the corporate Facebook page and recognize the professional aspects and value criteria of the company.
It is, therefore, extremely important that an organization consisting of a number of more or less autonomous business units—such as marketing and sales, corporate and general affairs, human resources, finance, and the sector of strategy and development, for example—comes to a qualitatively higher level of mutual communication and coordination of activities.
Thus, for example, marketing and sales have to co-operate very closely with the development department in order to define and create a product that would be attractive to current and potential customers. Human resources, on the other hand, have to be consulted to engage adequate and well-trained marketing associates.
Finance and accounting should be in regular communication with the marketing and sales sector in order to provide the necessary resources to cover the advertising activities of the enterprise.
From all this, it follows that the keyword in the holistic approach to marketing is communication. This implies a harmonized information system within the organization. Strengthening internal marketing communications enables not only a timely flow of information but also motivates employees to perform their tasks, regardless of their heterogeneity, as consumer-oriented experts.
To be able to adopt a holistic approach, the company needs to be able to recognize two key aspects:
- Customer experience is a journey
- Customer experience impacts the entire business
Once the company understands these two aspects, they will be able to deliver the best possible customer experience and achieve their business goals.