Traditional CX usually falls within the domain of a CMO. With so much at stake, brands need to ask: is great CX enough to elicit positive emotions and meet customers’ changing needs?
At a time when people are navigating constant change amid external economic, social, environmental and political forces, their behavior is increasingly inconsistent. <br>
Consumers are more comfortable with paradoxical choices as their decisions become trade-offs between what they want, what they need and what options are available.
Though businesses have evolved past the product-centric approach that focuses on performance to accept the importance of customer experience, seeing CX as something static can be their undoing. Instead, companies need a life-centric approach.
Internal alignment lets companies pursue an external strategy that maximizes customer experience.
Finally, deployment must be carefully and deliberately controlled to minimize small gaps that can prevent major applications from running.
CxT is about the whole company anticipating and delivering on these expectations to provide customer value. Achieving and maintaining leadership in business experience requires an organization-wide approach – one with a heavy, concerted focus on customer experience, employee experience, data, analytics, operations, and technology.
The following roles are reimaged using CxT:
– CEO/CMO/CTO: Prioritize maximizing profitability
– Marketing and Brand: Focus on making people want things
– Sales: Focus on the product the company wants to sell
– Product Development: Create products based on market research that are easy to use
– TA & HR: Use traditional metrics based on employee performance within a function (onboarding, annual reviews, etc.)
– Tech and IT: Focus on enabling business processes at greater scale
– Operations: Focus on providing efficiency for the company that often limits growth
When compared to their industry peers, companies that create a culture centered on providing extraordinary experiences to customers, workers, and society, can increase their profits by 6x. We bolster and strategize this transformation to deliver the following impact via our CxT framework.
