What roles are responsible for customer experience?

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Customer experience is, without a shadow of a doubt, a hugely important part of any successful business. By keeping customers happy – whether that be through attentive customer service, prompt product delivery or friendly staff – a business can grow its customer base exponentially and develop that all important brand loyalty. This in turn leads to repeat business, word of mouth reviews and hopefully, a healthy sales report.

A good customer experience means that customers feel heard, supported, and have a seamless purchasing experience right through from marketing to after sales support, according to Indeed.com. In fact, many businesses find that it is useful to engage in customer experience consulting, such as that offered by https://signal.co.uk/, to hone their business’s offer and make changes where necessary.

But it can be an ongoing question to identify which roles exactly are responsible for customer experience. Does it belong solely to the CEO or the CMO? Or is it everyone’s responsibility?

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Customer experience on everyone’s agenda

It seems there is definitely truth in the school of thought that customer experience is everyone’s responsibility – at least on some level. Staff in marketing, for example, shoulder a large part of this responsibility by being responsible for customer focused, tailored marketing which speaks directly to customers as individuals.

Sales is a no brainer

Likewise, staff working in sales cannot deny that an important part of their role is to provide a positive customer experience which translates into sales and therefore, profits.

It’s really important for staff, particularly on the sales team, to remember that good customer experience actually starts way before the point of sale and continues long afterwards, too, with good follow up service and quality interactions.

CEOs

As a CEO, there’s no getting away from being responsible for good customer experience on some level. The CEO leads the way by example. By putting customer experience high up on their personal and company’s agenda, staff will follow suit and prioritise this most important of elements.