Customer experience: why everyone in your company is responsible
Your Chief of Experience is not enough.
Your CX team is not enough.
Your inclusion of CX in your corporate strategy is not enough.
The only way to become a leading customer experience business, one that attracts and retains customers on the strength of your CX, is to share the importance of CX with everyone in your business, and help them understand why it’s crucial to your existence.
CX is too big for one team
The customer experience is the sum of your parts. It’s the totality of the experience of being a customer of yours, from your advertising and communications to your billing systems. Every element of your company must be aligned. Every component must sing the same tune, and contribute to a remarkable experience.
CX must be a culture, not a scheme
For customer experience to become the default approach to everything from sales and support to logistics and finance, it must be the dominant idea in every department. Every colleague must recognise their role in delivering an exceptional customer experience, regardless of their position or seniority.
Amazon CEO Jeff Bezos wrote to his employees about the importance of obsessing about customers:
“If we start to focus on ourselves, instead of focusing on our customers, that will be the beginning of the end… We have to try and delay that day for as long as possible.”
So how do you achieve this? How can you instil a CX culture in your organisation?
Talk CX. A good starting point is to talk about CX. You’ll need to explain what it means and what it looks like in your setting. Colleagues must understand the vision for CX in your organisation if they are to deliver it.
Incentivise. How can you give colleagues more reasons for focusing on CX? Could your performance reviews include a CX component?
Talk more. Creating a CX culture will take more than a single campaign. How can you keep CX at the forefront of minds and strategies alike?
Listen to your customers. Are your colleagues in the habit of involving customers? Are your customers routinely consulted? Are customers’ experiences and views regularly shared with all colleagues?
Train. While CX might seem like an obvious and inescapable necessity for a modern business, the language of customer experience will be less familiar to colleagues in non-marketing or communications roles. But these colleagues may have as many interactions with your customers, and plenty of opportunities to demonstrate your CX-first values.
Customer experience should be a component of your employee onboarding and basic training programmes.
Celebrate. You might track measures of your CX performance, but how do you share these performance figures? Emailing updates to key stakeholders is a good start, but why not share your big wins with the entire organisation?
Talking about your CX successes is an easy way to remind colleagues of the critical importance of these metrics – and the value they represent.
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Contact our team to find out how digital customer communications can support your CX goals.