Growth Remains Strong in Customer Experience

By: Kate Zimmerman

March 24, 2015

customer experience
customer experience management

We’ve all felt the exhaustion at the end of an informative conference when we are forced to sit through another panel and hope that our brain still has room for more information. So imagine the sigh of relief when Clarabridge Chief Marketing Officer Susan Ganeshan decided to shake things up at the Consero Customer Experience Forum last week in Coral Gables, Florida during her panel session.

By having the audience physically move around into their own segments and then allowing the panel members to interact directly with each of those segments before returning to the stage to speak, Susan was able to spark new ideas from these CX leaders and liven things up.

Take a look at three of the questions that the group touched on.

1. How long have you been working in customer experience?

This particular group of conference attendees included people from companies that had no active listening program in place at all, 70-year-old organizations that had just implemented CEM in the last two years, and CX veterans. Of the organizations with CX programs in place, many are using the voice of the customer to figure out their business strategy and deciding where to invest.

One trend that quickly became apparent was that CX is a constantly growing and maturing competency. There were just as many people that were brand new to CX as there were veterans. There are new entrants into the CX marketplace all the time and it’s important to note that you can always find someone to learn with or to learn from when implementing customer experience. It is definitely not too late to start implementing a customer experience management strategy.

2. Which marketplace do you work in?

Customer experience was considered equally important in B2B and B2C companies; however they take different routes to gather their information. Employees at B2B companies find more value in listening to their employees and holding “jam” sessions. Members of B2C companies are more frequently reaching out directly to their customers either through surveys or calls.

In both scenarios, though, it’s important to note that management team buy-in is a critical component to your customer experience strategy. They not only need to support it but they also need to live it and make it become an inherent part of your company culture. Leading by example is especially important in customer experience. The best customer experience programs are an inherent part of your company’s culture.

3. How did you get into customer experience?

Almost everyone in this group decided to get into customer experience from their own passion. This passion can become an asset when implementing a new CX program. One attendee, for example, had a team assigned to her when she was starting their customer experience program. None of her team members believed that text analytics for understanding the Voice of the Customer was worth the investment and it was a difficult mindset to turn around. However, her passion allowed her to turn them into believers and effectively implement an industry-leading CX program.

This forum made abundantly clear that customer experience is everywhere and continuing to grow. New or old, large or small, regardless of marketplace, nearly everyone can benefit from customer experience.

If you’re uncertain where to begin, check out our guide on How to Hire the Perfect Customer Experience Team!

Kate Zimmerman is a Product Marketing Associate at Clarabridge. Kate focuses on building content that supports CX efforts, product marketing, analyst relations, and has become an industry expert in Customer Experience Management. Kate holds a B.A in Politics from the University of Virginia and can be found on Twitter at @kmzimm.