2022 – Great Customer Experience Requires An Appropriate Organizational Structure & Team Building

While important, Customer Experience (CX) will not provide competitive differentiation if every brand can deliver a strong customer experience — and sometimes companies can get in their own way. First, many are organized in a product or channel-centric way, which affects their ability to easily reorganize to lead a good customer experience.

Great Customer Experience (CX) leads to customers making more purchases from companies in all industries.

Some sectors lag in their understanding of the value of customer experience. “I work in an industry that not everyone understands,” said Susan Mehta, chief experience officer at commercial real estate firm Cushman & Wakefield. “I’ve worked in a job for three years that didn’t exist before. We have many clients who have totally gotten it. And we have some clients that we have to sell ourselves hard to.”

Mehta has found that her clients who receive it report to HR, not the CFO. The bottom line is that customer experience may be underestimated when the team responsible for it reports to finance.

According to Bob Blair, chief global experience officer at Starcom Worldwide media agency, CX success often comes with a cross-functional team and budget. “You have to be able to work across the different budgets that fund those areas,” he said. “Some organizations immediately agree with him and love him. For some organizations, achieving that is painful.”

“The elements that make up the trial pathway tend to live in different departments and silos, and no one is charged with organizing them,” said Todd Unger, chief experience officer for the American Medical Association. “Today’s digital environment requires an operational leader who understands the new paradigm and can lead this coordination – and has the authority to do so.”

Superior Customer Experience (CX) requires an appropriate team structure.

Unger considers himself fortunate to lead the aspects of the organization that enable him to deliver a seamless customer experience, but he realizes that most customer experience leaders are not empowered in the same way. “Usually in these areas you find a lack of alignment or a CX organization that is outside the line operations structure.”

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This article was originally published on eMarketer.

Read the original article on Business Insider

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