How to Turn CX Into an Integrated Business Process


Great CX requires customer-centricity in business processes and a lot of great data-driven execution.

“Customer Experience Is Today’s Business Benchmark,” as per Forbes.

The art of crafting an awesome customer experience relies mainly on the three touchpoints of the customer journey: people, process and technology. In fact, it all simmers down to your customer’s perception of your brand. CX is the sum total of every interaction your customer has with your business, pre/post sales. Materializing this in terms of hard business practices is more complex than it seems.

There are no sure-shot ways to win the lottery to your customers’ hearts. Great CX requires customer-centricity in business processes and a lot of great data-driven execution. Identifying the weakness of your customer journey and improving on it will lead to higher customer satisfaction.

With the advent of social media, real-time interactive feedback allows your best customers to build a relationship with your brand and act as promoters of your business. But CX is not just about exchanging information. A customer’s journey begins in the foothills of their psyche. Let’s chalk out some of the essential strategies for creating an awesome customer experience.

Related Article: The Most Important Components of the Customer Experience

Prioritize a People-First Culture

As the adage goes, “Think like your CEO.” When creating an atmosphere of customer-centricity, employees must share the vision of their leader. It’s not enough that the top leadership talks about it — it must be enforced by C-Suite executives and orchestrated across different departments in tangible steps.

Most employees assume CX to be the work of the sales or marketing teams. A good starting point can be assembling a cross-functional CX team that works as a part of different departments, gathering input from stakeholders at a regular cadence. With a coordinated cross-functional team, you’ll be able to break down silos, work through inefficiencies and create a cohesive experience for customers. Appointing a holistic CX leader as the end-to-end point person for all customer experience strategies can pump up your goal.

Let’s see how different departments in an organization can contribute to improving CX:

  • Marketing: The main job is to conduct market research extensively across different segments to understand and analyze the sentiment of the customer. This is crucial to understand the pulse of the customer, and the data must be well-circulated within departments to create strategies.
  • Product Management: Developers must tailor each product to suit the taste of the customer and design experiences after understanding the areas of customer dissatisfaction.
  • Information Technology: Feeding on the transactional data (conversion, revenue and volume), the IT team has the most important job of analyzing the trends in customer behavior and integrating information to monitor progress.
  • Human Resources: Influencing the mindset of your people requires a training and goal-setting strategy. The HR department should put together an educational and informative program wherein employee participation is not only monitored but also incentivized.

Building Strategies to Integrate Processes

The biggest challenge faced by organizations today is achieving operational excellence by integrating business processes. An effective CX strategy can be executed by following a robust operational model. The operational model flow can include but should not be limited to:

cx operational model flow



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