How to Hire the Perfect Customer Experience Team: A C-Level Guide
September 12, 2014
Finding candidates who are qualified to take on the Customer Experience (CX) industry can be challenging. While traditional business schools teach marketing, sales and operations, customer experience management is often very much ahead of school curriculums. In fact, there has only recently been a rise in the role of the Customer Care Officer. And even with this growth, 55% of CCOs only had 1 year of experience or less on the job.[i] This new (but necessary) business focus can make finding and hiring the right skills for your CX team a challenging endeavour.
The Bird’s Eye View and the Critical Ingredient:
Your organization’s CX team represents the Voice of Your Customer. This is the team that has an enterprise vision and offers analytical storytellers who turn data into actions. Depending on what works for your organization, the CX team may sit within a business function, such as Marketing or Customer Service, or it may be its own department. Either way, it is essential that the team has strong ties with individual business groups across the enterprise, so that they can understand departmental needs and provide value from customer insight. This responsibility falls to the Business-Line Champion, who interfaces with the CX team, and champions customer insight and data within their business line, advocating and the value (and necessity) of listening to the Voice of the Customer.
Building the team:
Along with the Business-Line Champion, there are 3 critical roles within the CX team that need to be filled:
1- Analyst: The analyst works with the Business-Line Champion to help respond to business problems. Analysts refine requirements, establish success criteria, and educate the Champion (and end-customer) on common language where necessary. Analysts excel at understanding and gathering business requirements, and are storytellers who make business-sense out of complex data.
2- Customer Experience Manager: This person manages the vision of the CX office on a day-to-day basis. CX Managers manage the priority of insight requests across departments, oversee the quality of analyst output, develop new business champions, and grow the CX office across the organization at a tactical level. They are leaders – enthusiastic and visionary, comfortable with presenting new ideas to large audiences.
3- IT and Application Support: The IT support person delivers a power analyst tool that helps the CX team collect and analyze customer (and employee) feedback data. IT Support people continually develop new listening posts, reporting, alerting, and collaboration capabilities that are able to scale the CX office. They provide the Business Process Management acumen for the CX team, and are critical thinkers – data hunters who are able to build a bridge with other IT teams within the company.
Hiring the right people for your CX team can be challenging, but take the time and effort to build an organization that believes in putting the customer first. At its core, your CX team is the face and voice of your customer- the team that understands customer wants, needs, likes and dislikes, and is dedicated to ensuring the voice of the customer is heard and acted upon across the organization.