I was talking to a new customer experience (CX) leader yesterday about what her job is and how to explain it to the rest of the people in her organization.
“My job is to improve customer experience ,” she said.
Wrong.
Her job, like all CX leaders, is to help the company take a systematic approach to customer experience management.
What does that mean?
She’s there to establish a clear, concrete method for CX design, delivery, measurement, and optimization.
She needs to align that process with best practices and verify that it covers everything it needs to cover.
Along with leaders, she needs to make sure the process they decide on is used consistently across the business.
That might mean keeping the overall XM process simple when others want to complicate it. She might need to create tools and training or work side-by-side with employees as they establish CX-related habits.
Ultimately, though, she can’t do the work for people.
It’s like FitBit and Apple. Neither is on the hook to make me healthier. They provide devices, frameworks, tools, and feedback loops that help me be more systematic about taking care of my own health.I need to commit to using that system regularly, as do organizations that want to be better at CX in the long run.
Without consistency, even the best system will lead to lackluster results.
