This article was based on the interview with Jeanne Duca, CMO at BCN by Greg Kihlström, AI and Marketing Technology keynote speaker for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
The pressure on marketers to automate and hyper-personalize every customer interaction is immense. While these advancements offer undeniable benefits in terms of efficiency and scale, they also raise a critical question: are we sacrificing genuine human connection at the altar of automation? For enterprise marketing leaders, the challenge lies in striking the right balance—leveraging the power of technology while preserving the empathy and understanding that build lasting customer relationships. Jeannie Duca, CMO of BCN, a company that has thrived for over 30 years by prioritizing personal connections, offers valuable insights into navigating this complex terrain.
BCN’s success story is a testament to the enduring power of human relationships, particularly in B2B contexts. Their focus on building strong relationships with channel partners and customers, coupled with a commitment to listening and understanding their needs, has allowed them to achieve remarkable results, including an NPS score more than double the industry average. This approach serves as a compelling reminder that while technology can enhance customer interactions, it’s the human element that truly fosters trust and loyalty. In an era where many are racing to automate everything, BCN’s experience demonstrates the strategic advantage of retaining a human-centric approach, even at scale.
The Power of Listening: Duca emphasizes the importance of listening as a cornerstone of BCN’s customer-centric approach. “Listening is something that we have done a really good job at, and it’s something I’m really focused on making sure that we continue to do,” she explains. This commitment to listening extends to all stakeholders—customers, partners, and internal teams. By actively listening to their needs and concerns, BCN gains valuable insights that inform their strategies and enable them to deliver solutions that truly add value. For marketing leaders, this highlights the importance of creating a culture of listening within their organizations.
“We listen to those from whom we buy services, we listen to our channel partners… We listen to our customer base… And maybe most importantly is we listen to our own team because that’s where the experience starts.”
Duca emphasizes the critical role of internal teams in delivering a positive customer experience, illustrating that a happy customer hinges on happy partners and employees. This perspective underscores the importance of aligning internal and external communication strategies. By prioritizing employee well-being and fostering open communication channels, organizations can create a virtuous cycle where satisfied employees contribute to strong partner relationships and ultimately, happy customers.
Balancing Automation with Understanding: In a world increasingly dominated by marketing automation, Duca advocates for a measured approach. Rather than blindly embracing every new technology, she advises focusing on what truly meets customer needs:
“We believe if you listen to people, they tell you what they need, you deliver what they need. And you check back in and you make sure that you got it right… that what you’ve delivered is really solving the issue they needed solved or adding value to the work that they’re doing.”
This approach emphasizes a targeted, needs-based approach to automation, ensuring that it serves to enhance, not replace, human interaction. By prioritizing customer needs and validating solutions through ongoing feedback, marketers can leverage automation strategically to improve efficiency without sacrificing genuine connection.
Simplifying Complexity: BCN operates in a technically complex field, but Duca highlights the importance of clarity and transparency in simplifying the customer experience. “We don’t try to be clever, we try to be clear,” she states. This principle is reflected in BCN’s streamlined service delivery model, which provides customers with a single point of contact, one service delivery team, and one consolidated bill, regardless of the complexity of their needs.
“Knowing what to expect, knowing that they can trust us to be by their side every step of the way in this complex process, in the end simplifies it.”
This commitment to simplification demonstrates a deep understanding of the customer journey. By anticipating potential pain points and proactively addressing them through clear communication and streamlined processes, BCN fosters trust and strengthens relationships, ultimately making it easier for customers to navigate the complexities of their industry. This is a powerful lesson for all marketing leaders – sometimes the most effective way to impress is through simplicity and clarity.
Jeannie Duca’s insights offer a refreshing perspective in a world often obsessed with the latest marketing technology trends. Her emphasis on listening, balancing automation with understanding, and simplifying complexity provides a practical roadmap for building strong, long-term customer relationships. In the age of AI, it’s easy to get caught up in the hype, but Duca’s approach reminds us that technology is a tool, not a replacement for human connection.
The key takeaway for enterprise marketing leaders is clear: while technology plays a vital role in enhancing efficiency and scale, the foundation of any successful marketing strategy remains a deep understanding of customer needs and a genuine commitment to building human connections. By embracing a human-centric approach, even amidst the complexities of a tech-driven world, marketers can create meaningful interactions that foster trust, loyalty, and ultimately, drive sustainable growth.
