Article

Martin Wallace
Martin Wallace 11 August 2015

5 Essential Ingredients Your CX Recipe Needs

Customer Experience is the new hot topic on marketers' lips, yet our recent Customer Experience research reported that 38% of marketers don't think their organisation can deliver it to a high enough standard.

Customer Experience is the new hot topic on marketers’ lips, yet our recent Customer Experience research reported that 38% of marketers don’t think their organisation can deliver it to a high enough standard.

 

The concept actually spans a much wider landscape than just a single department, but while marketers try to figure out how much of it they should own and how much of it they can realistically control, here are five essential elements that should comprise any strategy that tries to tame this particularly complex beast:
 

Leadership

The big debate around Customer Experience is, Who owns it? The ever-increasing number of channels, devices and touch points across which interaction can take place, naturally increases the number of stakeholders involved. As a result, someone needs to step up and take responsibility for the setup, management and delivery of the overall experience. Is it an operational issue, a technological issue or a marketing issue?

Whatever the answer, without a clear set of goals and objectives, the remaining four elements of the customer experience will lack direction and, therefore, effectiveness.
 

Team

Our recent survey showed that less than 12% of brands surveyed have built a CX team. The number is growing but is still small enough for a focused few to get ahead of the competition and set the trend for organisational structure.
 

In the absence of a dedicated CX team, the stakeholders involved can still work together to ensure a consistent communication strategy with each and every customer. The team should also be structured with clear objectives for each member.
 

Culture

The vast majority of problems around customer experience come from the silos of responsibility and activity that each department needs to collectively bring down. Leadership and teamwork are impossible if the people involved are too complacent, myopic or naïve to look at building a cohesive sharing culture that places the customer at the heart of its operation.
 

Process

The number of stakeholders, departments and technologies involved means that a process needs to be setup that assigns and accounts for each role played by each element. Such processes should be streamlined enough to be efficient, and agile enough to respond to a rapidly changing landscape. New technologies are emerging all the time and an agile set of processes can help to make sense of a noisy environment.
 

Data

Marketing is increasingly data-oriented, but the very nature of data demands that it be collected, managed and processed properly and effectively. For the modern customer, that means cross-channel and real-time.
 

The modern customer operates in real time – tweeting, buying online, engaging through a native app. None of these behaviours requires waiting for access to a desktop. Now is everything.
 

The typical modern customer also owns more than one device, so cross-channel data needs to be accounted for and communications personalised according to the preferred channel and device.

 

Customer Experience is not a straightforward task for any brand, but having these elements in place can really pave the way to a true competitive advantage. Take a look at our recent survey report, developed in partnership with Digital Doughnut, for more statistics and insights around Customer Experience.

Original Post Here

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
Streaming Society: The Social Impact of Live Streaming in the Digital Age

Streaming Society: The Social Impact of Live Streaming in the Digital Age

This article delves into the social impact of livestreaming, analyzing its influence on communication patterns, community formation, celebrity culture, mental health, and economic opportunities.

Sim Johnsons
Sim Johnsons 1 September 2023
Read more
Navigating the Future of Personalized Marketing with AI

Navigating the Future of Personalized Marketing with AI

In a world where seventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn’t happen. Personalization is no longer a luxury; it’s an...

Nick Watt
Nick Watt 21 September 2023
Read more
How AI is Revolutionizing E-commerce and Online Shopping

How AI is Revolutionizing E-commerce and Online Shopping

In recent years, the world of e-commerce and online shopping has experienced a significant transformation thanks to the advancements in Artificial Intelligence (AI).

Andrea Crook
Andrea Crook 14 August 2023
Read more
Accelerate Your Content Creation Process With These Valuable Tips

Accelerate Your Content Creation Process With These Valuable Tips

As a writer, you must accelerate your process with timely, quality content. Read this post for content creation tips.

Dave Brown
Dave Brown 16 August 2023
Read more