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Telling Your Brand Story Through the Customer Experience

The Intersection Between Marketing and CX

Shep Hyken interviews Christoph Trappe, a digital and content marketer and the author of Is Marketing A Good Career? He talks about how marketing can support customer experience and success teams to ensure the brand story resonates with customers throughout their journey.

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Top Takeaways:

  • Customer experience, including customer service, is marketing. Create an experience that gests people to say, “I’ll be back,” and makes them want to share it with others.
  • Understand what your customers want and deliver consistently. Customers usually have many options. When your product is available in other places, customer experience becomes the differentiator that determines if your customers continue to do business with you or move on to your competitors.
  • Every company has a story – what they are about, how they work, and what kind of experience their customers can expect of them. Marketing must tell that story to the customer support team so everybody in the company can embody that story.
  • The frontline customer service and sales reps dealing directly with your customers are part of your marketing department.
  • Your best marketing campaign comes from customers who have had an experience with your business and tell people about it.
  • Social media managers are more involved in customer service now than they used to be in years past. Make sure your brand’s story is shared with your social media team – and everyone else in the company.
  • Plus, Christophe (content marketer) and Shep (customer service and experience expert) each share their definition of what a brand is. Tune in!


“Marketing is not just about getting people in the door. Marketing is about supporting customer experience and success.”

“Figure out what people are trying to get out of doing business with you. Find out what their goal is, and go from there.”

“Branding is more than the logo or the colors. It is also about how your customers feel about your brand and what it stands for.”

“Your brand is what people say it is, but you always have a vote in the matter. You can create the experience that makes people feel the brand.”


Christoph Trappe is the Director of Content Strategy at Voxpopme. He is a digital and content marketer and author. His latest book, Is Marketing A Good Career?, is now available on Amazon.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:

  1. What is customer experience in marketing?
  2. How does having the right people on the marketing team contribute to delivering a good customer experience?
  3. How does marketing impact customer experience?
  4. What is customer experience storytelling?
  5. What role does good branding play in a customer experience?

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