Magazine article CRM Magazine

CX Pros and CEOs Must See Eye to Eye: When Everyone Shares the Same Perspective on Customer Experience, Customers-And the Business-Win

Magazine article CRM Magazine

CX Pros and CEOs Must See Eye to Eye: When Everyone Shares the Same Perspective on Customer Experience, Customers-And the Business-Win

Article excerpt

HAVE YOU ever had someone explain something to you that made perfect sense to him, but left you befuddled? This situation is commonly referred to as the curse of knowledge--when a person knows a concept so well that it is hard for her to understand what it is like not to know it. Thus hampered, it becomes difficult for her to explain it to others.

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This notion may be at work when it comes to the way customer experience (CX) professionals interact with company executives. Too often there is a gap between the perspective of CX professionals and that of today's corporate leaders. It's understandable--CX professionals are entrenched in the day-to-day tasks of monitoring customer behaviors and input; C-level executives see the big picture and care less about the details, but know positive customer experiences are critical to the company's success.

Narrowing the gap between CX professionals and CEOs will lead to companies that are aligned strategically, deliver better customer experiences, and are more successful.

THE CX PERSPECTIVE

What do CX professionals think of their CEO's connection to CX? More than 125 customer experience professionals at Walker's CX Summit were asked three questions about their CEOs: (1) How customer-focused is your CEO? (2) How aware is your CEO of your CX initiatives? (3) How often does your CEO request information or advice from you or your CX team?

Everyone (100 percent) indicated their CEO was either somewhat or very customer-focused, and a strong majority (93 percent) indicated their CEO was very aware or somewhat aware of their initiatives. And yet, nearly 40 percent said their CEO rarely sought them out for information or advice. It left me scratching my head, wondering if CX professionals were providing insights that CEOs considered truly valuable.

THE CEO PERSPECTIVE

What do CEOs think of CX? Walker gathered input from more than 500 CEOs in its recent study "View From the Top." Among the results were some interesting findings:

* CEOs recognize the benefits: When asked the best way to create a competitive advantage, they chose customer experience nearly two to one over other factors, including talent, pricing, efficiency, and product superiority.

* CEOs view customer experience as a holistic strategy--much more than a "program. …

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