In November, the Focus Forum posed a question to its panel of experts:
Several answers have been posted over the last several weeks. The answers have varied, from "Everyone owns it" to "The CEO has to own it."
Just this morning, an RSS feed from a search firm in Dubai answered the question perfectly. The answer is neatly layed out in the position Role and Requirements for "Senior Manager, Customer Experience."
For anyone that's interested in improving the Customer Experience (CEx) delivered by their organization, this position description identifies some very specific intiatives:
- Standardize cross-channel exposure for customers. (make each channel feel the same to customer.)
- Create a complaint management process to identify the root cause of problems.
- Conduct Customer Satisfaction surveys regularly, and monitor and act on the feedback.
- Remove impediments from business processes.
- Develop Service Standards.
There's nothing new or different in that list - those are intiatives that we've all heard before, and that many companies will say they're already doing.
What's different is that when one person becomes accountable for the CEx, and the CEx alone - the CEx will get better. So, back to the question posed by Focus:
"Who in the organization owns the customer experience?"
That's easy.... The Senior Manager of Customer Experience owns it!