The principles of communication effect are a welcome initiative of the Komm! - But where is the principe effect for a marketers?

This week Komm! released “the principle effects” for effective communication with business benefits, a solid work that we both want to tribute to and thank for. Communicators and creators need common principles to agree on, so that business benefits and creativity can blend into efficiency. Komm! also says in its report that it is important to be clear with what change into good communication we can do, and clarify what change we CANNOT do. Good communication cannot solve problems in the distribution chain or get the customer service to answer the phone. Unlike a communicator, a marketer is responsible for the entire customer experience, from communication, price and product's perception, to distribution and contact areas with the brand. We at Graviz Telescope consider there is a lack to the principle power that can support marketers with a full view, holistic view of the customer experience, and we ask ourselves; which member of organization works to support marketers in getting together the whole?

Member organizations such as the Swedish Advertisers and Market Associations, who in their descriptions of themselves claim to support Marketing Managers, also put all their focus on communication, that is, only part of the marketing. The conceptual confusion about marketing that prevails in Sweden (with marketing often meant as marketing communication) does not simplify for Marketing managers when it comes to setting their agenda and navigating in the internal organizations. Who really owns the customer experience and is responsible for the whole brand in organizations today? For other fields, it is easier and clearer, most of them agree that the CEO is responsible for market capitalization, CFO for stable finances and that HR is responsible for recruitment and co-worker environment and branding. But what is the marketer responsible for? Communication or customer experience?

We believe that a marketer is responsible for the entire customer experience, and therefore the member organizations for marketers should support similar principle effects as Komm! work not only for communication, but for the entire marketing spectrum. We have developed a methodology that supports marketers in the analysis of the customer experience, a methodology that we like to share with you and further develop together with member organizations such as Sweden's Advertisers and Market Associations. The important thing for us is that talented marketers get the hero status they deserve in their organizations, and that they get the tools and the knowledge they need to reach it.

/Rodrigo Pozo Graviz & Hanna Wennberg, Graviz Telescope.