Customer Experience Is Everyone’s Responsibility

In today’s digital-first world, achieving great customer experiences is more challenging than ever. Customers interact with companies in a dizzying array of places. They no longer only interact with a call center worker or a delivery driver; they liaise with email campaigns, chatbots, review sites, and social media. Companies have tried to adapt to this digital-first, omnichannel environment for years. But many have failed to create great, unified customer experiences. Research has shown that standout customer experiences are fueled by new, cross-functional collaborations across organizations. Customer experience can no longer be driven by the frontline sales representative or even a dedicated customer experience team — everyone in your organization has a role to play. This article explores how leaders can 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.