Differentiating customer experience is a top-3 priority for many organizations in 2021, especially in light of changes brought about by the pandemic.
Decoding what customer experience entails provides insight into why it’s a top priority now –
- Customer experience (CX) is about creating attention to grow the brand and revenue
- Designing a differentiated CX means building an innovative solution that aligns departments, from Customer Service to Operations and everyone in-between
- Implementing an innovative CX means busting organizational silos and building employee engagement to uniquely delight every customer
- Building the kind of EE that delivers consistently exceptional CX takes an exceptional Employee Experience (EX)
- Designing an exceptional EX means developing a culture that empowers people and embraces collaboration
CX = Branding + Innovation + Alignment + EX + Culture
In short, providing a meaningful, differentiated customer experience is a transformation that involves every department, function, work group and employee. Implementing CX doesn’t reside inside the Sales & Marketing groups. It’s an all-in, all-out strategy that requires everyone going above-and-beyond to serve the customer.
Organizations gain momentum when their employees are aligned — moving in the same direction toward the same goal. This momentum allows them to deliver a seamless, differentiated customer experience while creating a compelling employee experience.
The payoff
While a focus on CX is a dedicated effort, a few metrics from Gallup bear out the impact –
- Only 26% of U.S. employees believe their organization always delivers on the promises they make to customers.
- Only 41% of U.S. employees strongly agree that they know what makes their organization’s brand different from competitors. Among employees who rate their team’s performance as excellent in serving the customer, awareness of brand distinctiveness increases to 65%.
- Only 40% of U.S. employees strongly agree that the mission or purpose of their company makes them feel their job is important. That increases to over 80% when the culture is intentionally transformed to deliver an exceptional customer experience.
Bottom line
If 2021 has you considering how to enhance your brand, employee experience, workplace culture, or organizational alignment, wrap them all together in a single strategy to provide a meaningful, differentiated customer experience.
