Why you need a CX management team in 2022 & beyond
The economic upheaval we witnessed in the past two years has radically changed how we conceive and execute customer experience (CX). The ever-changing customer expectations have forced many brands to reevaluate their CX approach for 2022 and beyond.
We can’t be certain about what the future of CX holds. But we certainly do know that having a CX management team will be key to understanding and tailoring customer experience based on their journey. Many brands have started adapting to the radically changing needs of customers by building a dedicated CX team.
A study by Usersnap found that 19% of B2B companies have a CX team while more than 56% of the B2C companies claim to have a dedicated CX team. From this statistic, it’s safe to say that going forward, the CX management team will pick up the pace and become the need of the hour.
Here’s why we say so:
1. Customer experience starts with building buyer personas
To serve your customers with your absolute best capabilities, you’d first have to understand their needs. You have to go deep into discovering what your customers' expectations are, what they are looking for, the problems they face, and what would make them feel satisfied.
The first step to go about this is having a CX team take on the task of building buyer personas. Buyer Personas are nothing but fictional characters that embody the traits of your actual customers and segment them into different groups based on their needs.
Preparing and understanding such buyer personas need more than just business elements. Customers don’t make purchase decisions based on the price factors, their decisions are driven by emotional factors as well. Understanding customer emotions enable your team with a better grasp to interpret pain points, motivations, demographic details, and attributes of your customers.
Through this data, the CX management team can also personalize and tailor the marketing campaigns that improve customer experience. By following a standard operating procedure, your CX team would be able to achieve the desired outcomes from your effectively tailored marketing campaigns.
2. Creating & tracking CX map
Mapping customer experience is an important aspect of boosting the experience of your customers. What a CX management team will do is identify the gaps where your company falls short and refine them to strengthen the whole CX process. Also, the team is responsible for finding new opportunities to improve the entire customer experience.
Creating customer experience maps is hard work and requires a team of hard-working people. They’d have to mine a ton of data from authentic sources to find actionable insights and understand the experience from the customer's point of view.
Further, the CX team goes through the entire customer journey to get a holistic view and divide the customer experience process into simple actionable steps. They have to consider all the channels and variables to capture all the possible perspectives and angles for creating and tracking CX maps effortlessly.
3. Make meaningful connections with customers
Customer experience is at the core of experience management for 2022 and beyond. As we learned that collecting data helps comprehend customer needs and expectations better, it also helps establish a meaningful connection with them. However, collecting those data isn’t enough and requires action to make your effort come to fruition.
The traditional approaches such as customer surveys, research, and others to collect data & make the connection with your customers have become ineffective. Things are rapidly changing and new digital-first ways are being invented to collect data to establish genuine connections with your customers.
The CX team plays an important role to establish value-driven relationships with your customers through innovative digital ways. To meet the evolving needs of customers, digital customer experience will take precedence to make CX smooth, convenient, and hassle-free.
4. Multichannel Support
Since digital customer experience will take precedence in the future, multichannel support will also be a priority for companies. Offering multichannel support requires building several different teams for each support channel. People don’t like to talk with machines or AI all the time — they want to talk with real humans on the other side.
Irrespective of the channel customers choose to reach out to you, they expect to get a seamless experience. Thus, businesses need to rapidly keep up with customers’ expectations of seamless digital CX.
If a customer starts a conversion through a chatbot, a live agent of your CX team should be ready to resolve their problems if they didn’t get resolved in time. Similarly, regardless of the channel, a CX management team should be prepared to interact and converse with customers to resolve their queries anytime possible.
5. Reduce Customer Churn
Churn is an inevitable part of running a business. Customer churn is the rate at which customers cancel their subscriptions or stop buying your products after a certain period. A HuffPost report finds that 67% of customers cite bad customer experience for churn.
The proactive CX team should reach out to communicate with customers and help them get the most out of your products or services before they churn. Another way to reduce churn and improve customer experience is by offering them incentives to stick around.
Analyze the churn patterns and what causes them. For the same, you can ask your CX team to collect feedback from your churned customers to predict what can keep them happy. Resolving unsatisfactory aspects of churned customers will help salvage the relationship with your about to churn customers.
Moreover, the main function of the CX management team is to come up with competitive ways to adapt to these changing technological scenarios. This will allow your company to meet customer expectations and demands at every level.
Customer experience has become an increasingly important element of businesses that constantly require tweaking and perfecting. Having a dedicated CX team will help to improve the user-expected experience of your company. The process starts with creating buyer personas and involves improving customer churn rate.
The work of the CX team is crucial for not only collecting data, creating meaningful relationships, and offering multichannel support, but also to create a memorable impression. Even though software technology and automation are on the rise, businesses that lack the human touch will simply lag behind. Thus, going forward, a dedicated CX management team is crucial to bolster customer experience.