The supplier is interacting with the client company’s purchasing department and their KPI is usually to keep the costs down. The purchasing department has limited or no knowledge of what challenges the middle or end consumers are facing. They have no awareness of pain points the end consumer of the product or service experience. When dealing with purchasing departments the companies may subject themselves to a limiting belief that the price is most important which can not be further from the truth. CX teams dive deep into the pain points, needs, processes of people who are using a particular product or service.
For example, a manufacturer of zippers, who sell through distributors or representatives, rarely ever inspect the process of sewing the zipper in at the clothing factory or in the furniture upholstery process. On the contrary, a furniture board cutting company, working without distributors or representatives, has the perfect opportunity to observe the kitchen furniture assembling process for the end consumer which greatly helps to understand the challenges the furniture manufacturers face and know what the end-users want.
It’s a very good practice for senior leaders to work in the customer service department for a couple of days to really feel the emotions of customers calling in and hear what customers’ voices sound like, what are they frustrated with or disappointed or sad about. This will tremendously help to shape the CX teams and allocate the tasks between them, ie. those working on improving what processes and so on.
On the other hand, it is much more usual to find CX departments in the B2C environments. The B2C sector is generally closer to the end-user than B2B. They are way better equipped to see and feel the emotions of their end users whereas for the B2B sector the CX department is new territory. However, both sectors have something very important in common – they are both strategically working towards increasing customer satisfaction. Establishing CX teams allow the CEOs to create and align the customer-focused mindset between all the departments.
Now if you are new to the customer experience teams and departments, and not sure where to even begin to implement this change, let’s look at the CX in a bit more detail.
1. When and why companies need CX teams? Three types of triggers and what to avoid.
2. How to build a CX team avoiding mistakes and humiliation?
One of the most important things for the CEO is to create and understand the WHY? Without the WHY the customer teams are technical/robotic teams with no heart and emotion. When the WHY is present, the next step is to create the space and initiate the conversations to gather the key insights which will later become the backbone to the journey of delivering on the strategic customer satisfaction objectives.
3. How do clients react to CX teams?
Clients appreciate CX teams and they ask for more meetings. They feel that they are cared about and not left to their own devices.
4. What advantages are there for the enterprises?
CX teams help to shape up a lot of things within the organizations. They improve products, create new ones, find gaps in processes and give voice to all employees and clients.
5. How do CX teams operate?
CX teams’ main purpose is to develop, implement and educate. It’s like having a customer inside your organization at the forefront of leading the way. The vital part of this journey is to have all hands on deck – everyone must be committed.
We are here to take you by hand until CX becomes part of your DNA. We help you to establish the CX teams, break the ice inside and outside your organization and take away the headache and confusion.
If you are fanatical about your customer experience and want to unite all the functions to work for one customer purpose read the 5 Powerful Steps How to Kick-start the end-to-end business discipline.
Hope this article provided some valuable ideas.