In my many years of crafting successful campaigns for organisations, I’ve come to realize that success in marketing is not just about visibility or creative campaigns….it is about having the right foundation. At the heart of every great marketing effort are two critical pillars: a strong product and an impeccable customer experience (CX). Without these, even the most innovative campaign will struggle to gain traction.
The Product: What are we really selling?
The first and most fundamental question any marketer must ask is, What are we really selling, and why does it matter to the customer? A great product goes beyond features or price—it delivers value by offering a solution to a problem or fulfilling a need. When you have a well-crafted product that resonates with the customer’s core needs, your marketing becomes much more effective. You’re not just promoting a product; you’re showcasing how the product will solve their needs and improve their lives by putting yourself in the customer’s shoes and making the product relatable to their everyday life.
A solid product forms the backbone of everything you do as a marketer. It gives us the confidence to build compelling narratives and craft campaigns that truly connect. If the product doesn’t meet expectations, no amount of marketing can fix that. But when you know the product delivers, you have the credibility and clarity to create campaigns that feel authentic and engaging.
Customer experience: The critical next step
But even with the best product in the market, you can’t ignore the importance of customer experience. It’s often said that a satisfied customer is your best marketing tool. CX is what defines how customers feel about your brand long after they’ve made a purchase. You could have the most innovative product, but if you fail to deliver a seamless experience, you’ve lost the customer. And in today’s hyper-connected, highly competitive market, that loss can be devastating.
Today, customer experience is no longer just about service—it’s about creating an ongoing relationship with your customers. It’s the difference between a one-time buyer and a loyal advocate. CX must be consistent, from the moment a prospect interacts with your brand to post-purchase support and beyond. It requires investment in understanding the customer journey, anticipating pain points, and delivering solutions that make customers feel valued and supported.
In a world where competition is fierce, CX is what sets brands apart. People might not remember every feature of your product, but they’ll remember how you made them feel. And that emotional connection? It’s what drives long-term loyalty. A great product might get people in the door, but a great experience is what keeps them coming back.
Lessons from the health industry
In the health insurance industry, where I currently serve, the stakes are even higher. We’re not just marketing policies or plans—we’re marketing security, peace of mind, and care during some of the most vulnerable moments in a person’s life. This industry has taught me the critical importance of getting the balance between product excellence and exceptional service right.
In health insurance, CX can mean the difference between a family feeling supported in a medical emergency or feeling abandoned. The emotional weight of every interaction is amplified. It’s made me realize that marketing isn’t just about generating awareness or driving sales—it’s about ensuring that trust and empathy are part of every touchpoint in the customer journey.
These lessons have shaped how I approach marketing, not just in health but across industries. Whether you're selling insurance or everyday consumer goods, the core principles remain the same: a great product lays the foundation, and customer experience solidifies the relationship. When those two elements are in harmony, marketing doesn’t just promote—it transforms.
In the end, we’re not just marketers—we’re builders of trust, creators of experiences, and storytellers of value. And that’s where true marketing success lies.
The writer is the head of Marketing at Jubilee Health Insurance
The Standard Group Plc is a multi-media organization with investments in media
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