Do You Have a Customer Experience Title?

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I’ve done more than 100 individual customer visits so far this year.

At a recent meeting with a large Australian retail bank, the new GM of Marketing and Customer Experience said, “We were all hired to support the new CEO’s goal to differentiate based on customer experience.” The “we” she was referring to was herself, as well as the new GM of Innovation and Strategy, the new GM of Technology, and of course the new CEO. They were essentially a brand new management team hired specifically around the goal of differentiated customer experience and transformation.

“Customer Experience” job titles are something I’ve been seeing more and more in my travels to large consumer businesses. In fact, according to indeed.com, the number of job postings that use the words “customer experience” has increased 450% within the last year.

Consumer businesses are starting to get the fact that customer experience is THE differentiator in the market today. Consumers leave and tell all their friends if they don’t get great experiences, and consumers pay more and refer their friends if they do get great experiences. It is a pretty simple concept; great experience = differentiation and growth.

In the bank example, what was really cool was the way they used the RightNow CX platform to take mortgage applications via the web, and automatically route them to the appropriate local retail bank loan officer for immediate follow-up, including all the data the customer input on the web, and even the mortgage calculator data. Then, if the loan officer did not call the customer within a few hours, the RightNow application would let the branch manager know to intervene. Finally, mortgage pipeline reporting and follow-up statistics were automatically sent to both the branch manager and corporate to improve forecasting and performance visibility.

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The results are faster response to customers, more personalized service, and better accountability.

This is just one great example of how our clients are adapting to a more demanding customer experience landscape.

Do you have a “Customer Experience” title yet?

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