Customer experience needs to be front and center in management decision-making.
Call it a sixth sense on the part of consumers. When connecting with a company to make a purchase or get a question answered — be it on a sales floor, over the phone, or online — one can intuitively sense the environment of that company. They can tell whether it’s an inspiring and innovative place to work and cares about its customers and community, or is a terrible place to work that doesn’t respect customers and has a stagnant corporate culture.
Within many organizations, hierarchical management structures, siloed information sources, and low levels of training and inadequate career development lead to subpar CX. This is where executives and managers need to step up and build organizations more responsive — and more empathetic — to customer needs. Delivery of high-value CX has become a strategic concern for businesses — growth and revenues will now rise and fall based on customers’ perceptions.
Many organizations fall short in these areas. A recent survey of 300 C-level executives showed that only half are confident they are able to provide high-quality digital experiences to customers such as proactive digital conversations, online and mobile self-service, and chatbot interactions. The, conducted by Joe McKendrick, co-author of this article on behalf of Information Today, Inc.
For example, if a certain dispute can be resolved by issuing a refund within certain limits, it should be automated and approved instantly without the need for a human in the loop. A major reason customer satisfaction erodes is because of the length and longer timing of processes to resolve issues.
Culture, from top to bottom, needs to focus on the customer and both the known/expected problems as well as the possible unknown problems. Scripting to tackle only the known problems might backfire as most organizations, especially not mature ones, don’t know what problems they might face in the field with the customers.
Assign accountability, but treat superior CX as a strategic necessity that is a critical part of everyone’s job.
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