Great CX Involves More Than Your Frontline Employees

05.03.21 07:00 AM
customer experienceAt this point, most companies are acutely aware of the importance of the customer experience (CX). When handled properly, CX boosts loyalty, generates positive word of mouth, and bolsters the bottom line, all while giving customers precisely what they need to feel supported and valued.   When companies think about CX, their attention usually goes to their frontline employees. After all, those are the staff members that are interacting with customers directly, making them a logical point of focus for CX discussions.   However, effective CX doesn’t stop at the frontline. Instead, it makes its way deeper into the organization, permeating it at every level. If you are wondering why business-wide CX is so vital, here’s what you need to know.  

Multiple Departments Shape the Customer Experience

  When it comes to direct support, your contact center plays the biggest role in CX. However, the customer experience extends beyond those interactions. At a minimum, your sales and marketing departments are involved significantly, shaping the messages that target your customer base.   If CX isn’t a priority at the sales and marketing levels, your messaging may not keep the customers' needs and preferences in mind. This can result in a subpar introduction to your company, as many customers first learn about offerings through sales and marketing efforts.   Additionally, ill-conceived marketing or sales moves can harm a company’s reputation. One prime example is the controversial Pepsi ad featuring Kendall Jenner, which resulted in a public outcry.   While Pepsi is large enough to weather such a storm, many companies aren’t. One misstep can cause existing customers to turn to competitors for products or services, leading to significant losses that can be hard to overcome.   Ideally, companies should train their sales and marketing teams in CX and focus them on the customer. That way, they can speak to customers the right way, leading to a stronger brand reputation, increased loyalty, and higher sales.  

Specialization Impacts Customer Contacts

  Many companies have a variety of specialist employees among their ranks. While these team members may not typically speak with customers directly, that doesn’t mean they don’t have an impact on CX.   Often, when a contact center rep needs guidance from a subject-matter expert, their experience with that specialist influences CX for the remainder of the conversation with the customer. If the agent doesn’t receive information in a timely manner or through an approach that ensures complete understanding, that negatively affects the customer. Long wait times and the inability to explain a complex topic in an understandable way lead to frustration.   Similarly, if the contact center representative doesn’t feel they were treated well by the subject-matter expert, that influences their mood. This could cause them to carry a negative feeling into the discussion with the customer, leading to a less-than-pleasant experience for the caller.   Specialists need to understand the impact they have on customers, even if it’s indirect. By making them part of the CX strategy, they can keep the customers’ needs in mind, allowing them to adjust their approach whenever the need arises.   Ultimately, great CX involves a larger portion of your workforce than you may initially realize. Examine every department and role, considering how it interacts with the customer support team and consumers, even if it’s indirectly. Then, make CX a priority for them as well. By doing so, you ensure it reaches every level of your organization, creating better experiences for everyone involved.