Companies are recognizing the importance of delivering an experience that makes them stand out from their competition. Why? Because you can only spend so much on marketing.
Today, 89% of companies compete primarily on the basis of customer experience (CX) – up from just 36% in 2010. But while 80% of companies believe they deliver “super experiences,” only 8% of customers agree. In other words, companies have a long way to go. And, that means there is tremendous opportunity to disrupt a competitor or gain market share in an industry.
There is now widespread recognition of CX as including everything from the earliest stages of customer discovery, continuing on through research, purchasing, and post-sales interactions (including customer support and success).
Industry analysts at Forrester take it a step further by defining customer experience as everything that impacts “how customers perceive their interactions with your company.”
Let's talk 'real impact'. How does CX affect the business? Well, let me put it this way...where ever the customer touches your brand, that affects their experience. If your call center isn't in sync with your sales and marketing teams, customer service issues await. If your marketing email campaigns aren't communicated to your sales teams, you can bet there will be confusion amongst your customers and prospects, not to mention an angry sales leader. If you customer can't accomplish the task they set out to do on your website or over the phone, don't expect them to be a customer for long. Effortless experiences translate to retention. Don't make it difficult for a customer to be a customer.
CX is everyone's responsibility but you need a captain to steer the ship. This is where a CX leader comes in. He/she has the overarching responsibility over marketing, sales, and call center operations. This leader will have a Voice of Customer (VoC) platform in place to monitor interactions at every touchpoint (webchat, email, phone, field, etc) and identify the appropriate KPIs that will lead to an effortless experience that translates to retention and a higher ROI. This leader will create transparency amongst departments, developing strong work-process, illustrating customer journey maps, service blue prints, and metrics to be shared across the organization. The CX role binds departments that otherwise operate in silos.
Where are you with your CX culture?