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26-11-2019

Are CX roles really needed?

It's relatively a new phenomenon this thing with CX. Does such a role really need in a company and if so why? Yes, it is needed but shouldn't really do it.

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Tanja Adell

Auther: Tanja Adell

All companies have once started on the basis that there is a customer need that one could meet. One has started its business and it has tough on. But over the years, many companies have lost track of why from they once started their business and twisted their focus away from the customer and customer needs it once identified, against the product or service it sells.

And it's worked well. As long as customers have streamed to and the market has growth, this is usually not a problem. But few companies live in a monopoly position and when the market becomes saturated and competitive it becomes tougher. Why should customers keep choosing you? Starting to compete in price is unprofitable in the long run and does not build loyal customers.

Here comes the CX role in, someone who can help the company focus back on customer needs. A bridge between customer and company working to balance the company's interests with customer needs. A cross-functional role that can go into all different parts of the business and begin a change effort. Because it's a change effort that a CX role usually drives.

Is the company pretty rigged? An organization's long-term success depends entirely on its ability to continue creating value for those for which the company is located - customers.

A common challenge is that you have work processes built according to the business and functions and not based on customer needs. The work is often done in silos with duplication and suboptimizations as a result without an idea of what costs help create value for customers. You don't know what customer experience you actually deliver due to. that you do not have a systematic way of bringing customer feeback into the organization and transforming them into agerable insights.

By converting to work in cross-functional teams with value-creating activities, you get the focus on problem solving the root cause of a negative customer experience and a better cohesion in the company where everyone understands how their part contributes to the whole. By systematically working with constant improvements based on customer feedback in customer interactions and escalating the necessary structural changes, you create a sustainable organizational structure that is constantly in line to create value for customers.

The role will ensure that relevant goals and key figures for the customer experience are included in the business and budget processes and that these are measured and celebrated as traditional KPIs as ex sales targets. The role will also be important in building a culture that rewards the right behaviors and to ensure investment in resources and skills needed to build sustainable customer relationships that ensure long-term profitability and growth for the company.

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