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.
Businesses should begin with simple apps, stacks, or processes that involve a limited scope, delivering clear, measurable benefits. Deployment must be controlled to prevent small gaps from hindering major operations.
CxT focuses on anticipating and meeting company-wide expectations to deliver customer value. Achieving leadership in business experience requires a holistic approach, emphasizing customer experience, employee experience, data, analytics, operations, and technology.
Reimagined Roles with CxT:
- CEO/CMO/CTO: Drive profitability.
- Marketing & Brand: Create demand for products.
- Sales: Prioritize selling the company’s key products.
- Product Development: Design user-friendly, market-driven products.
- TA & HR: Leverage performance-focused metrics (e.g., onboarding, reviews).
- Tech & IT: Scale business processes.
- Operations: Enhance efficiency to unlock 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.
