Internal Culture and Org Need to Shift to Create a Great Customer Experience

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“What we focused on first and foremost was modernizing our culture and our brand,” Dave said. “Until we were clear on what our purpose was and where our value would be, investing in the digital experience didn’t make sense.”

“It doesn’t matter how much you invest in new technology or great content if you don’t have a clear understanding of who you are and who you are targeting. And that early work confirmed that we needed to create an entirely new digital experience for our customers,” said Dave, noting that the company’s key customer experience performance indicators all went up after the reorganization and launch of the new digital experience platform, including lead generation numbers, which leapt 95%. “We were able to do more than just design a great experience leveraging good technology and new data and analytics. We had a strong understanding of who we were targeting and how to differentiate the experience we were creating for them.”

Rishi Dave

Rishi Dave

Chief Marketing Officer at Dun & Bradstreet
I am the Chief Marketing Officer of Dun & Bradstreet.  In this role, I run all marketing globally including brand, demand generation, digital, communications, PR, AR, operations, channel, events, sales enablement, corporate social responsibility, and product marketing.
Rishi Dave


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