Everyone Has Built-in CX

Has your firm/government/nonprofit always managed CX, even before having a "CX Team"?

Take inventory of who’s caring for customers’ well-being:

PLANNING VALUE

• Market planning managers are collecting customer data and creating algorithms for real-time and what-if scenario right-sizing of information, offers, and solutions.
• Brand managers are establishing value propositions and have an inherent interest in the integrity of what’s promised versus what’s actual, from customers’ viewpoints.
• Customer intelligence managers are assimilating and analyzing patterns in behavioral, sentiment, digital and operational customer data to create models and optimize various aspects of operations and customer engagement.

COMMUNICATING VALUE

• Marketing managers are creating content and campaigns to educate and nurture prospective and existing customers. They may have created customer segments and personas.
• Website, user experience, digital marketing, and IT managers are improving customer touch-points, personalization, and information flow.
• Sales managers are talking with customers daily, analyzing trends with CRM, and refining their approaches through win-loss analysis.

CREATING VALUE

• R&D managers may be collaborating with customers to co-design and co-innovate solutions. They may have researched customers’ jobs-to-be-done.
• Procurement managers and manufacturing managers are assembling what's bought.
• Quality and continual improvement managers are striving to prevent problems and increase efficiencies for customers.

DELIVERING VALUE

• Facilities managers, safety managers, and merchandising managers are providing places, signage, and processes for customers to park, shop, meet, etc.
• Channel partners are arranging product and service availability.
• Accounts receivable managers are communicating with customers to arrange ownership for products and services provided.
• Your Chief Operating Officer leads an army of managers to deliver what's bought.
• HR managers are arranging staff to meet customer needs.

RESCUING VALUE

• Support and Success (CS) managers are answering customers' issues and questions.
• Reference, loyalty and experiential marketing managers have programs underway to collect case studies and references, drive repeat purchases, and engage customers in advocating your brand. They may have customer stories useful for customer journey maps.
• etc.

These roles exist in companies for many decades now!

So, what is CX Management (CXM)?

• Re-labeling some of the job titles above?
• Concerted effort by a small group for some of the above?
• Cleanup crew for mis-steps by the roles above?
• Other?

Why?

Were the above-listed roles missing the mark?

Were gaps getting too costly?

Is it an experiment because everyone's "doing CX"?

Everyone is needed to pull together for harmonious CX.

Is anyone ring-leading this?

When you're looking only at pre- and post-purchase touchpoints, you're missing a LOT of causes and effects across your enterprise. Everyone thinks they're doing great, but you have ongoing churn and Support requests. Clearly, they're not in-sync.

Pulling everyone together in-sync with customers is true CXM.

What's more important than that?

It's your key to turning around rising costs, inflation, austerity, etc. This is a cost crater that's tough to climb out of -- and automation never really solves its causes.

It's your key to removing revenue roadblocks and preventing profit potholes.

In 2025, elevate your core CX Team to getting everyone in-sync with customers!

Make this a conversation point in your strategic planning, CX Day, and Service Week opportunities.

Here are some resources to do this:

1. My executive briefing from this past Thursday:

How Expectations of Investors Depend on Expectations of Customers and Employees

https://youtu.be/wZ5f5IsMezs?si=FlehUt9Ivq6bvn5u

2. This 4-part series on 25 Ways 2025 CX Can Be Smarter:

https://customerthink.com/24-ways-2024-customer-experience-is-smarter-cx-strategy-part-4-of-4/

3. First 4 chapters of CX ROI Handbook:

https://customerthink.com/cx-roi-handbook-connecting-business-outcomes-and-customer-outcomes/

4. FAST-TRACK your 2025 progress! See my brand-new website with easy filtering to meet your goals! . . . C-Suite Guide to CX Growth, Fireside Chats, Coaching, Masterminds, Masterclasses, Power Guides, and 120+ CX ROI equations in 10 CXM Dashboards.

https://ClearAction.com

Customer Alignment Strategy Boosts Engagement Strategy

Your comments and stories are always welcome!