Customer experience excellence requires closer ties with operations

Marketing and operations is a symbiotic relationship central to any brand’s ability to offer a seamless customer experience.

Close collaboration between the two functions marks the difference between activity that is operationally efficient and delivers on the marketer’s creative vision, compared to a high concept campaign that fails to stand up to scrutiny on a practical level.

The synergies between marketing and operations have helped Subway navigate a period of cultural and brand transformation over the past year.

Working with its 950 franchisees across the UK and Ireland to deliver a new brand look, logo and tone of voice required close collaboration between marketing and operations. It was simply not an option for marketing and operations to act independently from each other, explains Sacha Clark, country marketing director of Subway UK and Ireland.

“When operations or marketing discon…

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