The CX crisis; organisations must act now.
According to Forrester’s 2017 ‘Customer Experience Index’, the average customer experience (CX) is getting worse, not better. “The data also shows that trust in companies has dropped precipitously,” according to a report in Marketing.
The report talks of an almost complete stall in CX practices and urges companies to fully engage their employees with the CX process; embed it into the culture of the organisation. “CX teams have implicitly covered culture change in the past, but it’s becoming more enshrined in their roles. That’s because the CX skill set transfers well to employees.”
Can intelligent customer experience technology help employees adopt CX into their role?
All processes begin and end with the customer. It makes sense then for everyone to oversee customer service and be accountable for different areas of the experience.
Other studies, for example by UserTesting showed among the 3,900 product managers, designers and marketers, there’s strong support for “democratizing CX research,” as 90 percent want to empower other employees to conduct their own CX research, enabling everyone to add fast human insight to every business decision.”
Some CX experts say there is essentially one thing that may be creating deteriorating CX – product complexity. Many organisations, particularly B2B, struggle to fit new CX technology to align with their complex business structures.
A Customer Experience programme is a learning environment within your organisation that sets customer service standards high by enabling employees to create and follow best practice from customer insight, share findings enterprise-wide and innovate continuously to exceed customer expectations. Customer Experience is an organisation-wide priority and it follows then, that any CX platform should be easy for staff from any department to customise and configure their own visual analytics and reports to monitor, drill down, and analyse the customer information that is most relevant to their role and objectives.
But the data also shows that trust in companies has dropped. Smart companies need to reverse this crisis by deepening customer understanding beyond the low-hanging fruit.
B2B firms need move from ‘just selling’ to effective customer experience management and adoption. Strengthening CX management maturity practices ensures that 1, promises made to clients means the pre-sale period doesn’t fall into a post-sale transition gap and 2, performance can be tracked for individuals and targets to ensure everyone is on the right CX track.
It’s time to bring the entire organisation into the process — as well as customers themselves. Consider adoption of a system that will also allow for easy adoption and use with personalisation. Personalised dashboards, analytics, targets and reports can propel employee engagement. Make them part of the CX cog and break down those data siloes. An intelligent CX programme will also integrate with your organisations existing CRM system. This way, you can instantly begin to paint a picture of your CX data with your businesses internal data.
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