A fundamental premise is that every organisational function influences the customer experience. However, a staggering 90% of organisations have yet to fully embed CX into their culture, relying on dedicated roles to drive customer-centric initiatives.
Every CX professional's ultimate, rather radical goal should be eliminating the need for their position. Fear not; we are unlikely to work ourselves out of our jobs any time soon, but the Northstar should guide us to embed a customer-centric mindset and customer connectedness into every function and role in our organisation.
Here are three things you need to consider to approach your CX team’s roles strategically:
1. Embrace a broader CX team perspective
Depending on the size and maturity of an organisation, the CX Team may comprise positions like Chief Customer Officer, Head of CX, Customer Experience Manager, Data Analysts, and more.
Continuous Improvement roles, such as Customer Transformation and Change Management, drive and sustain CX initiatives. What is your ally strategy? How do you help them achieve their goals and leverage their strengths for improved customer-centricity?
2. Mobilise CX champions
You cannot drive culture change alone; enlist your CX champions. Not limited to specific job titles, CX champions are individuals within departments who advocate for CX initiatives, ensuring organisational alignment.
You cannot drive culture change alone; enlist your CX champions.
These champions incorporate customer-centric behaviours into their roles, actively seeking customer feedback, collaborating with other departments, and promoting a culture of continuous improvement.
Make it your goal to identify them, connect with them regularly, inspire them, and support and recognise their efforts.
3. Clarify CX team contributions
Be clear about the CX team’s contribution to your organisation's harmonious and productive functioning.
During the COVID-19 pandemic, many CX teams faced redundancies, serving as devastating evidence of unsustainable customer focus. A CX team should be able to clearly articulate how they support the business goals and set themselves appropriate KPIs that are meaningful for the business.