Mistakes in thinking about customer experience
CX Day is a good time to dispel the myths about Customer Experience. Because CX is not a method to implement, not a tool or a task for the customer service department — it is a long-term approach to running a business that involves every employee and every department. Find out what Customer Experience really is NOT — before you start transforming your organization.
On October 1st we celebrate CX Day, Customer Experience Day. This is a good time to take a closer look at the concept, because despite the fact that more and more companies are using the Customer Experience approach, many myths and simplifications have arisen around this topic, which make beginners feel confused or even discouraged to make the effort to transform the organization into a proclient one. So it is worth explaining the basic concepts and facts and saying directly what IS NOT Customer Experience.
Customer experience is not a method
Customer experience management is not a method or a tool. There are no simple, prepared and ready-made instructions to follow to have CX in an organization. Customer Experience is something much broader — it's an approach to running a business. An approach in which the client and his perception are taken into account in all the activities of the company and even recognizes it as one of the company's resources. The transformation of an organization into a client one is not an easy, short or one-dimensional action.
Customer Experience does not work
The transformation of an organization into a proclient is a process, a long-term process, lasting several or a dozen years and covering many areas of the organization's activities. It is the complete transformation of the organization into a “thinking customer” that understands that good experiences can bind them for many years and optimize acquisition and maintenance costs, in which each employee understands what their role is in providing good customer experiences, and at the same time one that understands that a customer who likes a brand is more willing to forgive a small stumble and buy more.
Customer experience is not a customer service issue
Customer service should not concern one department, but the entire company. Customer service or complaints departments only collect information about what bad happened at the stages of the customer relationship with the company, de facto clean up, after others and after themselves. They alone are not able to provide positive experiences. Customer experience must be the responsibility of every department, every employee, subcontractor or partner of the company, from the CEO to the assistant, from the marketing departments to PR or HR. Everyone!
You can't go into CX, but you do.
Those who think that CX is not for them or “not into it” are strongly mistaken. All companies participate in the race for the customer, through the product and the experience they provide to customers. Whether the company wants it or not. The biggest rivals in this race may be companies from other industries that show the customer that... you can. So the company only has to decide whether to participate consciously in this race.
