Great CX starts with Brand EQ

Customer experience has been near the top of marketers’ to-do lists for some time – with many CMOs having anointed this the “age of experience.”

Interestingly, though, a global study conducted in 2020 shows that IT is twice as likely to lead CX than any other function. Why IT rather than marketing?

To mark the launch of MSQ B2B, MSQ’s Executive Director Kate Howe looks at why it’s time for marketing to take the CX lead, and why businesses need to put Emotional Intelligence at its heart.