Marketing plays a prominent role in CX, but don’t expect them to own the overall customer experience. Further, having one department own CX isn’t the best strategy. Instead, every department should “own” CX in its own way. The full customer journey is shared by sales, marketing, customer service, and other groups.
Don’t manage CX in silos. Optimized CX requires coordination and collaboration across multiple departments. Marketing can act as the bridge, but should share “ownership.”