Guest Supply wanted to build a robust system that made it possible to carry out any interaction through the website. The transformation was never about eliminating their sales team. Instead, it would extend the sales team and give them the opportunity to focus on higher-value activities.
Want to fix the customer experience? Start with the marketer's experience.
As marketers, we take the essence of what our companies do and turn it into storylines that stick in the minds of customers and prospects. Somewhere along the way, though, the technology we adopted to do this started to hurt us rather than help us.