A positive customer experience is a must for customers to remain loyal. This is not news in itself. But implementing strategic customer experience management is a big project. How do you make the transition to a company that really lives CX? Many factors are critical to success – we’ve put together three fundamental ones for you!
CX IS A TOP-LEVEL ISSUE
To put the customer at the centre of all business decisions and to establish CX as a corporate culture, the issue of customer experience must be enshrined at the top level. Because customer-orientated transformation only works if it is being led from the top. For this to work, management and executives must be 100% behind it, set clear goals, and be visibly committed to CX.
But holistic customer experience management can only become reality with help from the – right – employees. It is important to find these people and hold on to them, as they are instrumental in implementing the customer-centred corporate philosophy.
BREAKING DOWN DATA SILOS
Customer orientation as a mission statement must become the entire company’s responsibility across all departments – from the product area and marketing through to IT, logistics and support. It is important to have a shared understanding of the CX strategy and to closely align all areas, because data silos within the company hinder the customer-orientated transformation and inevitably lead to customer disconnect. For example, if a good advertising experience is clouded by a bad support experience – or vice versa – the CX journey will come to an abrupt end. Product and service promises must be met throughout the decision making process. A lack of integration can cause many pitfalls along the customer journey, which quickly turn a satisfied customer into someone else’s customer.
CX TECHNOLOGIES AS A COMPANY ENGINE
Innovative CX technologies are becoming a driving force in times of interchangeable products, as information is now the most important currency in the marketplace. With Big Data, AI, and smart analytics, digitialisation provides companies with a comprehensive range of tools to personalise what they offer and create a holistic customer experience. But relevant customer data is often broken up throughout the company. The company doesn’t have the resources and expertise to systematically bring it all together to deliver a seamless customer experience. This can have fatal consequences: Data silos prevent the delivery and evaluation of relevant information across the company, and customer problems, both acute and chronic, do not get resolved.
Companies are experiencing massive changes thanks to digitalisation. Products and services are becoming more and more diverse and interchangeable. Why should customers remain loyal to one company? Because it gives them the best customer experience. The more positive the experience is throughout the decision making process, the more likely the customer is to remain loyal. So now it’s time to set the course for a holistic customer experience. However, this can only be achieved by overcoming structural and technological hurdles. This means CX can no longer end with the marketing department. And customer experience management of the future is more than a just technology issue. It is a comprehensive mission statement that is relevant to all areas of the company and is not managed in isolation by one department. An excellent CX can only succeed when it transcends departments and data silos, with a customer-orientated corporate philosophy as its foundation.