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    Must-Have Tools for the Chief Experience Officer

    By shellie Vornhagen - Aug 9, 2021
    Must-Have Tools for the Chief Experience Officer

    Regardless of what product or service you sell, your customers want an unforgettable experience when they do business with your company. When they have an amazing experience, customers are willing to pay more, to share information with friends and family, and to promote a company they love. For this reason, customer experience (CX) has never been more important. Research further demonstrates the impact of CX on the bottom line.

    In Singapore, about 81% of people are inclined to spend more with a company that offers a good customer experience – the highest in the region. 83% will take their business elsewhere following several bad experiences.

    Covid-19 has further put CX centerstage. Consumer behavior transformed as interactions with brands shifted to online channels. Bain uncovered that about 47% of Southeast Asian consumers decreased offline purchases while 30% increased their online spending.

     
     

    Consumer expectations continue to grow, with buyers preferring trusted and reliable brands. Over 40% of consumers in this region have tried new brands since Covid-19, a significantly higher number than those in the US and China.

    As a result, a new role is gaining prominence within the C-suite – the Chief Experience Officer. Gartner found that over 90% of enterprises now employ a CXO or executives with similar responsibilities. This role can also be known by other names, such as Chief Customer Experience Officer and Chief Customer Officer.

    In Asia Pacific, Chief Information Officers are also acknowledging the increasing role they play in managing CX, working alongside Chief Marketing Officers and Chief Technology Officers. According to Adobe, 74% of CIO respondents said CX has become a primary priority for their role .

     
     

    What does a CXO do?

    A CXO must have a solid understanding of their customers. He or she must be able to assess customers’ experiences with the company at each touchpoint, empower teams with the tools they need to deliver a positive CX, and have the insights to generate a roadmap to elevate experiences across the customer journey.

    • Assessing and identifying gaps in the customer experience at any touchpoint across the customer journey;
    • Generating a complete view of the customer, including their needs, expectations, and perceptions of their experiences with the company, and communicating these insights to other C-Suite members;
    • Leading the organization’s customer-centric initiatives and supporting front-line employees to provide exceptional CX;
    • Driving CX optimization efforts on all channels and ensuring the voice of the customer is heard in the boardroom;
    • Closing the “delivery gap” between how well organizations think they are providing superior CX and what their customers actually think.

    Tools to help a CXO improve CX

    The goal of the CXO is to lead a brand’s CX strategy and help break down internal silos. To do so, businesses need the proper tools, which include:

    • Customer relationship management software: CRM is a single place to capture customer data across all of the channels that might be available, including self-service. This offers you valuable insight and a complete view of your customers. It provides data about customer preferences, friction points in the customer journey, potential issues, etc.
    • Voice of the Customer Surveys: There’s nothing more valuable to a CXO than customer feedback. Voice of the customer surveys allow organizations to assess customer needs, expectations, preferences, and perceptions of their experiences. The more a business knows about what customers are thinking, the more it can enhance CX.
    • Digital Self-Services: Customers want 24/7 support and fast responses to their questions. Chatbots empower customers to help themselves and quickly escalate to a live agent when needed.
    • Email automation software: Replying quickly to email inquiries is an important part of the customer experience. Using an intelligent, machine-learning-based solution to automate these responses can ensure thoughtful, accurate answers without sounding like a generic auto-responder.
    • Social media management software: Social media management software enables companies to take control of their social media presence. It also makes sense of the millions of conversations taking place on social media and flags key posts that require attention right away.

    Customer experience has become more critical than ever. Technology and easier access to information has shifted the power to customers, increasing their expectations for great experiences. CXOs must focus on building and growing customer relationships.

    One of the greatest tools they need to succeed is support. It’s critical for CEOs to clearly communicate with other C-suite members the organizations’ CX-related goals, and the CXO’s role and responsibilities in elevating these experiences.

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