Medebem tasks brand owners on better CX delivery
By Kingsley Odii
Tolulope Medebem, the Vice President of the Experiential Marketer’s Association of Nigeria (EXMAN) and the CEO of Integrated Marketing Limited, has challenged brand owners on the need to enhance their customer experience delivery by adapting swiftly to changes in consumer behaviour.
She made this call while speaking at the just concluded MARKETING EDGE second Quarterly Virtual Summit titled: “Changes in Consumer Behaviour: Delivering Better Consumer Experience Amid Pressure to Deliver ROI.” Mrs. Medebem specifically emphasized the need to understand what consumers are consuming in these uncertain times and how it impacts businesses’ ability to defend their ROI.
Speaking further, the marketing expert highlighted the evolution of marketing over the past decade, with changing ideas, experiences, and updates from scholars and strategists.
“The significance of adapting to the changing consumer behavior and finding ways to deliver unique experiences while remaining accountable in terms of ROI cannot be underestimated,” Mrs. Medebem said.
Noting that the imperative of consumer experience in driving revenue is a matter of absolute importance, she added: “Consumer experience is invaluable; it is crucial to communicate its value to stakeholders and demonstrate how it contributes to sales and profitability. Any activity that doesn’t align with these goals should be reconsidered in the current business landscape.”
The marketing Amazon also touched on the concept of a customer-centric approach, citing the book “The Customer of the Future” by Blake Morgan.
“This approach emphasizes the need for companies to invest in customer experience and actively seek feedback from customers. By leveraging data and insights on consumer behaviour, businesses can continually improve their products and increase their ROI.
Ultimately, Mrs. Medebem mentioned that businesses cannot afford to operate as usual, especially as consumer behaviour continues to evolve. She maintained that understanding the consumer journey and leveraging data and insights are critical for businesses to deliver better experiences and achieve their desired ROI.
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