Just as your company needs leadership in each of its core functional areas, the current competitive business environment demands that your company have a leader responsible for and dedicated to ensuring a consistent, optimal customer experience. You need a Customer Experience Director (CXD).
So what exactly does a CXD do?
The CXD is a leadership role that acts as an ambassador for a customer-centric CEO insuring that all customer touch points maintain alignment with a strategically optimized, intentional customer experience. Although each of the following areas would typically maintain existing reporting structures, the CXD would work with them to implement, maintain, and continually improve the overall customer experience strategy.
The Customer Experience Director unifies …
Marketing
- Strategy, collateral, events, website user experience, retail environment/process, analytics, PR
Relationship/brand management
- CRM system, social media presence, customer analytics, Net Promoter implementation
Operations
- Customer process flow, product/service user experience, product design, production elements that are related to the customer experience, product use and maintenance collateral
Sales
- Inside/Outside Sales staff, retail associates, call center, and other customer facing roles
Post-sale (Service/Support)
- Call center, service/support techs, website, and other customer facing roles
Business Support Departments (Acct, HR, IT, Legal)
- Billing and collection methods
- Customer-centric employee culture development
- Any customer facing tools or systems
- Doing legal through a customer focus rather than through a litigious focus whenever possible.
This is by no means exhaustive. If you are a CX professional and would like to add to this, simply add your thoughts or contribute dialog in the comments below.
