Chief Marketing Officer

DFW International Airport Executive on Personalizing the Customer Experience

Julio Badin, Senior Vice President of Customer Experience (CX) at Dallas/Fort Worth International Airport, offered insights into the use of personalization to deliver unparalleled customer experiences during his keynote presentation at the 2018 Chief Marketing Officer Leadership Forum in Dallas on October 23. In his presentation, “Personalizing the Customer Experience,” Badin provided tips to help marketers optimize their personalization efforts and consistently deliver exceptional customer experiences.

Personalization is a major factor in marketing today. Marketers at organizations of all sizes and across all industries frequently search for ways to deliver personalized customer experiences. Yet there is no surefire solution to ensure an organization can provide personalized customer experiences at all times.

Ultimately, sharing a brand’s story with consumers may enable an organization to personalize its customer experiences. If an organization provides its target audience with insights into its expertise, products, services, mission and goals, it could differentiate itself from the competition. Plus, this organization may be better equipped than its rivals to become an industry leader.


“Storytelling is the differentiator for many of the companies that are successful today,” Badin noted.

Effective storytelling requires a brand to understand its purpose, too. A purpose-driven marketing approach allows marketers to establish goals and determine the best steps to accomplish their aspirations. It also helps marketers become vital contributors to an organization’s success.

“Purpose is where it’s at,” Badin indicated. “Understanding your purpose and understanding the purpose of where you decide to make your life come alive through work is quintessential to being successful as a leader and individual contributor.”

When it comes to personalization, marketers should start small and scale accordingly, according to Badin. A slow, steady approach to providing personalized customer experiences enables marketers to retrieve consumer data over time. Marketers then can use this consumer information to identify customer behaviors and patterns and update their personalization strategies accordingly.

“Get your house in order and master the basics,” Badin said. “You need to change the way you are thinking about [personalization] … and understand where personalization fits into your purpose-driven [initiatives].”

A cultural transformation within an organization may be necessary for marketers to deliver personalized customer experiences as well.

At DFW International Airport, the organization once emphasized customer service in its day-to-day operations. But doing so caused the airport to miss out on opportunities to engage with consumers and provide them with amazing experiences.

Now, DFW International Airport prioritizes customer service and CX. This has helped the airport revamp its culture, as well as foster meaningful consumer partnerships.

“We’ve been really focused on resetting our culture,” Badin pointed out. “Our culture had been really focused on service. But now, we’re trying to shift that culture to not just focus on service, but also on experience.”

There are limitless opportunities available to marketers who emphasize personalization. These marketers may even discover innovative ways to simultaneously provide consumers with personalized experiences and help an organization lower its operating costs.

“When you’re the best at what you do, you figure out how to do things better and cheaper,” Badin stated.

For marketers, it is paramount to create short- and long-term CX goals. Marketers next can track their progress toward achieving these goals and update their CX strategies accordingly.

Marketers also need to take a team-centric approach to CX. Engaging multiple departments in CX efforts could help employees understand the value of personalization. Best of all, marketers can eliminate departmental silos that otherwise can hinder an organization’s ability to provide personalized customer experiences.

“You can’t drive [personalization] alone. You need to do it with a team,” Badin said. “A consistency and understanding of how important the experience is [key].”

Delivering personalized customer experiences requires ongoing communication and collaboration between marketing teams and other departments across an organization. Together, different departments can analyze CX data and find the best ways to engage consumers.

Over time, marketers can build a consistent approach to delivering personalized customer experiences. They can use these experiences to connect with consumers, along with tell a brand’s story.

“A consistent conversation and expectation that you can be the best in the world and you can transform … will start to have an effect,” Badin pointed out. “We need to be very consistent in the story that we’re telling, and that story is built into the customer experience.”

Marketers must stay focused on improving their customer experiences. Customer expectations are constantly increasing, and marketers must do everything they can to keep pace with a brand’s target audience.

Furthermore, marketers require actionable strategies and technologies to drive continuous improvement. If marketers capitalize on the resources and tools at their disposal, they can identify consumer behaviors and trends. They then can transform this data into meaningful insights and use these insights to deliver seamless customer experiences across various channels.

“It’s not enough to say we’re going to get better. We need to figure out what comes next, and we have to figure out what seamless actually means ” Badin stated.

Visit Argyle Executive Forum's CIO/CMO DINNER: Closing the Gap Between IT and Marketing to Get Superior Actionable Customer Insights- New York in New York, NY on Jan 29, 2020

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