What’s your CX mission?
As we busily prepare the agenda for C3 2016, there’s a lot to get excited about. Stay tuned for BIG updates, but in the meantime, I’m personally excited to hear Jeannie Walters of 360Connext speak at C3 on “Making Your Brand Promise Your Customer Experience Mission.” Jeannie talks about how a company’s brand promise equals what customers expect, but it’s typically written from the company’s perspective rather than the outside-in approach. In her CX Track session at C3, she’ll discuss how to build a mission statement for CX and integrate it into the broader organization’s promise.
Looking ahead to Jeannie’s presentation got me thinking that delivering a winning customer experience really should be perceived as “a mission.” I don’t think most companies put it in those terms. Done well, it requires the entire organization. Yes, the entire organization. That may sound shocking, but it really does “take a village” to get the job done.
We tend to think that only customer-facing teams affect customers, but in reality, that’s not the case. Even behind-the-scenes players like CRM Admins and IT people must do their part to ensure a smooth experience. Think of the last time you struggled through an arduous process to make a purchase online. Or, remember your most recent phone queue nightmare. These types of interactions are the work of more than just customer-facing teams. They’re the failed collective output of people across departments.
The bottom line is that customers hate dealing with fragmented companies. They get frustrated when they have to tell the same information to different people and annoyed when they have to deal with departments that have no idea what the other groups do and say.
Be the change.
If you suspect (or know) that your customers regularly receive “the fragment treatment,” how do you begin changing the organization for the better? It seems like a huge undertaking to rally multiple parts of the business to come together under the “mission” of better customer experience. People are busy with their day-to-day priorities and so are you. It may seem like pushing a boulder uphill, but it doesn’t have to, particularly at the executive level, where let’s face it, real change is initiated.
Rest assured that change is possible — especially when small strides result in quick wins for the company, such as increased sales and upsells, social advocacy, and retention of customers and employees. Without getting into a slew of statistics, suffice it to say that there’s an extremely compelling amount of evidence proving the measurable value of customer experience. So change the paradigm and make it YOUR MISSION!