In today’s digitally-driven marketplace the pathway to delivering differential value to your customers requires more than just an exceptional digital experience. All organizations – B2B and B2C – are being challenged to forge more meaningful connections across a variety of touchpoints. Recent initiatives undertaken by companies like DoorDash underscore the imperative of adopting an outside-in approach, where every employee, from top executives to frontline staff, actively engage with customers – everyone is on the customer support team.
In fact, the quest for excellence demands a shift toward direct communication with customers as well as cross-functional collaboration, eliminating silos in order to deliver seamless, impactful experiences. Gathering these insights first-hand can unlock transformative opportunities to enhance the customer journey and drive sustained organic growth.
As we navigate customer relationships, it’s evident that success hinges not solely on using technology to make access to information and support seamless, but also on the concerted effort of all stakeholders to champion the complete customer journey. At Luminas, we help our clients gain direct customer insights and identify the actions you can take to win with your customer and drive toward sustained organic growth and differentiation in an increasingly competitive landscape (Check out our Case Studies).
Below is an excerpt from the Harvard Business Review article, “Customer Experience is Everyone’s Responsibility.” We recommend you read and share the full article with your team.
All employees should play a part in the customer experience, together.
Each of your employees has an important role to play in enhancing the customer experience. At DoorDash, even the CEO is expected to participate in monthly dashes. At one company that we studied, the CEO started personally listening to customer support transcripts to be able to step inside the customer’s shoes and understand how to create a better customer experience.
But great customer experience requires more than just a company-wide effort — it requires cross-functional collaboration and fewer silos. A good place to start is to make sure there’s a highly visible place (such as a Slack channel) for any employee, across any function of your company, to submit opportunities to improve the customer experience and cross-functionally propose and design solutions.
When upleveling the customer experience in a digitally-enabled world, there can be a near-compulsion to invest in new technologies. But more or shinier technology isn’t the key to success — it’s the cross-functional pursuit of better customer experiences. Leaders need to lay the foundation for great customer experiences within their company walls before it’s served up to customers. It requires a cross-functional commitment and collaborative execution.
