When Virtuos first announced “CX Marries Digital” in 2009, it looked more apt. In the last few years CX and Digital have become integrated and served as one. “CX Marries Digital” is a misnomer today as CX without Digital or Digital without CX ceases to exist in the world of digital transformation. It’s not a marriage but a co-existence.
For many decades Customer Service (also known as Post Sales Service) has always been treated as a cost center meeting the obligations of sales and business operations.
Until 2016 Customer experience ranked low on the list of increased expectation of marketing by senior leadership, spurring reallocation of resources to more immediately impact revenue.
Consumers today enjoy abundant choice and transparency. As this erodes traditional product-based competitive advantages, marketers must look to new sources of differentiation like Signature CX.
Customer Experience in the future will become a gold standard as Customer Trust offering a greatest differentiation. Powerful brands who embed CX in their DNA will transcend into the “Experience Centric” Model.
By 2022, profitability will replace customer experience as the CMO’s No. 1 strategic priority.
CX has become an independent function of Marketing, Customer Service, Sales, Operations, Employee Experience (EX)/HR and Commerce. This simply means every department has an integrated CX component for the brand's bigger vision of creating "experience" as a key differentiator. This also gave the rise to the birth of new kind of a CEO — ExperienCEO.
Map and model the life cycle of a customer relationship, identifying key customer touchpoints and opportunities for data capture and handoffs.
Move beyond hoarding of customer experience data to a culture of sharing insights to drive operational improvements across the organization.
Create role-based views of VOC data that filter and deliver actionable CX insights and recommendations to the front-line customer-facing employees.
Take action to understand patterns in CX insights and how they reveal opportunities for broader strategic and operational improvements.