women standing beside corkboard

The importance of cross-team collaboration to improve the customer experience

This article was based on the interview with Mariam Asmar of Braze by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:

Collaboration is key for success in today’s fast-paced and ever-changing business environment. The podcast transcript provided insight into the challenges that brands face when it comes to collaboration, particularly in the areas of cross-functional team collaboration and utilizing AI in everyday tasks.

One of the key challenges highlighted in the podcast is the lack of collaboration between marketing and technical teams. Only 1% of customer engagement is owned by a combination of marketing and technical teams, which indicates a significant gap in communication and collaboration between these two essential departments. In today’s omni-channel world, where customers expect a seamless experience across all touchpoints, it is crucial for these teams to work together to deliver a cohesive brand experience.

The podcast also touched on the importance of leadership in creating space for collaboration to happen. Leaders play a critical role in breaking down silos and fostering a culture of collaboration within an organization. By encouraging open communication and teamwork, leaders can help teams overcome structural and human barriers that may be hindering collaboration.

Another challenge highlighted in the podcast is the underutilization of artificial intelligence (AI) in everyday tasks by marketers. Less than 50% of marketers are using or intend to use AI in their everyday tasks, despite the increasing importance of AI in driving personalized customer experiences and improving efficiency. Collaboration between marketing and technical teams is essential in leveraging AI effectively to enhance customer engagement and drive business results.

Collaboration is essential for success in today’s competitive business landscape. Brands that prioritize cross-functional team collaboration, embrace new technologies like AI, and foster a culture of teamwork are better positioned to deliver exceptional customer experiences and achieve sustainable growth. By addressing the challenges highlighted in the podcast and emphasizing collaboration as a core value, brands can adapt to changing market dynamics, stay ahead of the competition, and build a strong foundation for long-term success.

House of the Customer by Greg Kihlström