Top Takeaways:- It’s important to consider and optimize CX across the board, but especially within three key areas: digital channels and e-commerce, sales and the frontline, and especially new product development.
- Very few companies take the customer experience into consideration when designing new products. Incorporate the customer’s voice throughout that process and give them a seat at the table from the very beginning.
- Poll the customers and personas to whom you’re marketing and find out their wants and needs. Create your product using that information.
- Customer service is a key component of the customer experience. Ensure every employee understands their role within the larger customer experience, even if they never interact directly with the customer.
- Celebrate your customers and the employees who create excellent experiences. Make it a part of your culture. If you choose to celebrate and devote a day or a week to CX (similar to National Customer Service or CX Week), don’t forget that it’s still a year-round effort.
- Positive change within customer experience and company culture must start from the top. Executives must be fully on board for it to become a part of the culture. They must be role models and champions of the CX initiative.
Quote:“Business to business or business to consumer, at the end of the day, it’s human to human. People buy from people.”
About:Stacy Sherman is the Director of Customer Experience & Employee Engagement at Schindler Elevator Corporation. She designs and implements successful customer-centric programs and other projects for well-known brands.
(Please note that all views expressed are Stacy’s and do not reflect the opinions of or imply the endorsement of employers or other organizations.)
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