The best marketing won’t save your trash customer experience.

Marketing and customer experience (CX) have traditionally been seen as separate functions. One focused on bringing people in, the other responsible for what happens after they arrive. But in reality, these two are inseparable. A brand’s marketing sets expectations, and its customer experience determines whether those expectations are met, exceeded, or completely shattered.

I recently sat down with Madison Gates, VP of Marketing at Reliable Residential, to explore how marketing and CX intersect and why business leaders need to think beyond campaigns and lead generation to create better, more meaningful experiences for customers. In this week’s newsletter I’ll be diving into some of the takeaways from our conversation.

Customer Experience starts with the 1st interaction

Most businesses think about CX as something that happens after a customer makes a purchase, but customer experience begins the moment someone sees your brand. Whether it’s a digital ad, a social post, or a word-of-mouth recommendation, that first touchpoint sets the tone for everything that follows.

One of the biggest mistakes brands make is overpromising in marketing and underdelivering in reality. If you claim “five-star service” in your ads but a customer has to wait weeks for a response, you’ve created a disconnect. Customers don’t experience brands in silos. They see one unified brand, and marketing is the first step in delivering on the brand promise.

Putting this into action:

  • Ensure alignment between marketing messaging and the actual experience customers receive.

  • Regularly audit your ads, website, and promotional materials to confirm they reflect the real customer journey.

  • Create a feedback loop between marketing and operations to identify gaps between expectations and reality.

In a world of AI & automation, human connection is the differentiator

Technology has made it easier than ever to automate customer interactions, but while AI can enhance efficiency, it can’t replace genuine human connection. Customers still trust people more than machines, and businesses that focus purely on automation risk losing the emotional engagement that drives loyalty.

Home services, for example, rely heavily on trust. When someone needs their plumbing or HVAC system repaired, they’re not just looking for the cheapest option. They’re looking for a company they can trust. That trust isn’t built through a chatbot; it’s built through meaningful interactions, transparency, and a commitment to serving the customer’s best interests.

Putting this into action:

  • Use AI to support (not replace) human interactions.

  • Train frontline employees to deliver exceptional service, emphasizing communication and empathy.

  • Invest in relationship-building efforts, such as follow-ups, personal touches, and community engagement.

Community-driven marketing is making a comeback

For years, marketing has been dominated by digital ads, SEO, and performance-driven tactics. But as AI changes how customers discover brands, businesses need to rethink their strategies. Customers are shifting back to community-driven decision-making, seeking recommendations from real people rather than blindly trusting search results.

This shift is particularly evident in home services. If a customer’s garage door breaks, they’re likely to ask a neighbor for a recommendation before searching online. Reliable Residential has leaned into this by prioritizing local engagement, community sponsorships, and social proof through customer stories.

Putting this into action:

  • Focus on building local relationships and becoming a trusted presence in your community.

  • Encourage word-of-mouth marketing through referral programs and customer advocacy.

  • Create content that highlights real customer experiences, making your brand feel personal and relatable.

Great CX requires cross-functional collaboration

One of the biggest CX pitfalls is treating it as just a marketing or customer service function. In reality, CX touches every part of the business from sales and operations to finance and technology. It’s absolutely key to break down silos and foster alignment across departments.

For example, if marketing runs a major promotion without consulting operations, it could create a surge in demand that the business isn’t prepared to handle. This results in delayed service, frustrated customers, and damage to the brand’s reputation.

Putting this into action:

  • Establish clear communication between departments to align on promotions, service capacity, and operational readiness.

  • Use technology to integrate customer data across departments, providing a seamless experience from marketing to service delivery.

  • Hold regular cross-functional meetings to ensure all teams understand their role in delivering great CX.

Technology is changing the game, but fundamentals still matter

AI, automation, and data-driven marketing are reshaping how brands interact with customers, but the core principles of CX remain unchanged: trust, consistency, and delivering on your promises. Madison and I discussed how businesses that get caught up in chasing the latest tech trends without focusing on fundamentals risk alienating customers.

While AI-driven personalization and predictive analytics can enhance marketing, they should support the human elements that make brands successful. Customers don’t just want efficiency. They want to feel understood, valued, and confident in their choices.

Putting this into action:

  • Leverage AI to enhance, not replace, human interactions.

  • Stay grounded in your brand’s core values and ensure technology aligns with delivering better service.

  • Regularly test and refine your CX strategies to ensure they’re still meeting real customer needs.

Wrapping up

Marketing and CX aren’t separate. They’re two sides of the same coin. Your marketing sets expectations, but it’s your customer experience that determines whether customers stay, refer others, or walk away disappointed. Businesses that integrate these two functions, prioritize community, and maintain a strong focus on trust and relationships will be the ones that thrive in the AI-driven world.

What’s one way your company is aligning marketing and CX? Hit reply and let me know. I’d love to hear your thoughts 😊

Onward & upward,
Drew