Even though customer experience is recognized as more and more important for the long term survival of brands, many remain confused about CX meaning. Here are six ways you can answer when asked about what CX means.Customer Experience means any one and all of the below. Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That's what makes customer experience so much fun! You will never be bored working in CX.
CX Meaning & Marketing
Smart CX comes AFTER marketing
When I mentor Customer Experience professionals, my first question is always about brand promise and brand strategy. Marketing defines a brand's customer service when it broadcasts the RTBs (reasons to believe or use a brand). The customer experience mission is to consistently deliver on those marketing promises. That is how CX promotes a brand.
CX Meaning: Policies & Procedures
Good CX means redesigning policies and procedures to make customers' life easier
Sometimes Customer Experience is about putting yourself in your customer's shoes and in your employees' shoes. Do this to understand what your customers go through to get "their jobs done" with your brand. And what your employees do to get their jobs done on behalf of your brand.
Looking at it from the customer's perspective, his/her "job" might be to sign up for your subscription service, pay a bill, or close an account. Often, Customer Experience professionals find out that a bad customer experience is bad by design. This is not malicious, of course, nor is it intended. But still, the bad outcome happened by design!
That kind of poor design starts from the ground up. Think about training materials and how they prepare frontline employees to deliver customer experience. Those materials might be teaching the employees to ask a question in an insensitive way as a result of regulatory requirements. Two policies might have been written in silos and might be asking the same questions of new customers in a way that makes them feel like your brand is wasting their time.
In a bigger, older and more merger-driven organization, CX is often about cleaning the so called "customer journeys" by revising existing rules and procedures. Although this may not be the most exciting part of CX for me, for an engineer, cleaning up these procedures is an exceptionally rewarding and meaningful job.
CX Meaning: Customer Engagement
Asking customers what they like/do not like about their experiences with a brand improves CX
Another side of CX, survey making and survey analysis, helps to capture the VOC (Voice of the Customer). This is the job of people who design, analyze and...
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