Beyond Short-Term Gains: Understanding the Lasting Damage of Axing Customer Marketing

June 25, 2024

Removal of a customer marketing manager or any customer marketing junction in your marketing department can have detrimental effects on your company for several reasons:

Loss of Customer Insights.

Customer marketing managers are responsible for understanding customer needs, preferences, and behaviors. Losing this role means losing valuable insights that inform product development, marketing strategies, and customer retention efforts.

Impact on Customer Engagement.

Customer marketing managers play a crucial role in developing and executing strategies to engage customers throughout their journey. Without dedicated personnel overseeing these efforts, customer engagement may decline, leading to reduced loyalty and retention rates.

Diminished Brand Advocacy.

Customer marketing managers are instrumental in fostering relationships with customers and turning them into brand advocates. Their absence may result in a decrease in positive word-of-mouth, online reviews, and referrals, ultimately affecting brand reputation and credibility.

Disrupted Marketing Campaigns.

Customer marketing managers are often involved in planning and executing marketing campaigns targeted at existing customers. Their absence may lead to disruptions in campaign execution, resulting in missed opportunities to upsell, cross-sell, or re-engage customers.

Ineffective Communication.

Customer marketing managers are responsible for maintaining open lines of communication with customers, addressing their concerns, and providing relevant information. Without this role, communication with customers may become sporadic or impersonal, leading to dissatisfaction and disengagement.

Loss of Competitive Advantage.

Companies that invest in customer-centric marketing strategies gain a competitive edge by delivering personalized experiences and building strong customer relationships. Laying off a customer marketing manager may erode this advantage, making it harder to compete effectively in the market.

Long-Term Revenue Impact.

Ultimately, the loss of a customer marketing manager can have a significant impact on the company’s bottom line. Reduced customer satisfaction, loyalty, and advocacy can lead to decreased revenue over time, outweighing any short-term cost savings from the layoff.

In conclusion, removal of a customer marketing manager can have far-reaching consequences for a company, impacting customer insights, engagement, brand advocacy, marketing effectiveness, competitive positioning, and long-term revenue growth.

Companies should carefully consider the strategic importance of customer-focused roles and the potential ramifications of their elimination before making such decisions.

Beyond short-term gains: Understanding the lasting damage of axing customer marketing

This is a guest blog by Nicole Zuccaro, member of the Advocacy Mavens Coalition.

The Advocacy Mavens Coalition is an association of open for contracting customer-led professionals, each with extensive industry experience. We’re experts in building advocacy and community programs, designing experiences, running advisory boards, creating content, managing and migrating platforms, and more.

Our members are experienced advocacy marketing strategists, community and customer success managers, educators, designers, video producers, analysts, and technical consultants. Whatever your program goals, this coalition has you covered!

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