Customer Experience (CX) teams and careers are sprouting here and there. One wonder on what exactly does CX really do? How do you really embark on a career that is dependent on Experience? Although CX aims to bridge all touchpoints for customer, we are still lacking in knowledge of what CX really encompasses. This is a brief understanding of the key points on CX.
CX Lifecycle is a simple method to model an end to end relationship with the organisation. It is widely studied in CRM (Customer Relationship Management). CX system are touted to be an upgrade of CRM. However, it suffers from similar issue for CRM because many backend and vendor system are not integrated or networked to form a complete lifecycle. Without networked information, the lifecycle cannot be view in completeness.
Like my study on overall consumer satisfaction, the satisfaction indicators seek to measure the entire CX lifecycle. The creation of these indicators often involve many puzzles to be addressed. CX team must take ownership to plug the gaps or get these measurements. Often, CX team only support the engagement and monitoring process of these indicators. The ownership of the indicators still remains with individual application owners. This reduce the CX effectiveness when the driver and ownership is not from CX team.
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffett
A good read on CX – Customer Experience: What, How and Why Now