A well-rounded CX team is essential for meeting and exceeding customer expectations when engaging with a company.
Customer expectations are ever-changing, so today’s great customer experience might not measure up tomorrow.
Companies that can’t keep pace with CX may find themselves in a tough spot. Tolerance for poor service is low. Consumers will allow a company about three bad experiences before taking their business elsewhere. Many will also share their bad experiences with families and friends, on review sites and in social media posts.
To ensure it doesn’t negatively impact business, companies must recognize exceptional CX as a mission-critical goal and build an organization that can make that happen.
What roles should be on the customer experience team?
A customer experience team comprises a variety of roles, but the following six are standouts.
1. Chief customer officer (CCO) or chief experience officer (CXO)
Ideally, a CX team should have C-level leadership, whether titled as CCO, CXO or a similar designation. Ultimately, this executive leader holds responsibility for all customer-facing activities and the strategy for maximizing key customer-related metrics such as acquisition, retention and satisfaction.
The CCO is also responsible for establishing and nurturing a customer-obsessed mentality throughout the organization. CCOs must be data oriented, relying on analyzing customer ratings, sales and sales through digital channels to identify where to focus for CX improvement across the customer journey. Being able to spot areas for improvement isn’t enough, however. Critically important to the CCO role is full empowerment to implement change. That means this position must have a budget, staff and decision-making authority.
2. CX manager
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