How to Build a Customer Experience TeamAugust 5, 2020
It seems like in the world of ecommerce, most experts can’t stress the importance of building a great customer experience (CX) enough. We’re told to conduct customer satisfaction surveys, analyze customer churn rates, and write great product descriptions among other things. However, it becomes apparent quickly that improving the customer experience is not a one-person job – it takes a team. We’ll explain how to create your dream customer experience team.
Define Roles Clearly
When building a customer experience team, it is important to clearly define roles on your team from the start. Failure to do so will result in vague job descriptions and ill-defined goals. Each member on your team will differ in their background and function, but all will come together in the end to build a great customer experience.
Ensure you understand your customer type clearly as well. Depending on whether you are a business-to-business or business-to-consumer company, hire your team members based on their experience in your respective field.
Hire a Team with Diverse Skillsets
Consider hiring a mixed team of senior and junior team members. Your team could look like the following:
- Senior-level Team Members:
Senior-level team members usually carry two or more years of experience, possessing valuable knowledge of the customer experience. The roles are typically composed of the following.
Of the upper-level positions, customer experience specialists work in the closest proximity to actual customers. They work proactively by spotting trends and getting ahead of them before they become larger problems. For example, they will notice customer complaints about items being misrepresented, tag the complaints and present their findings to a manager. Depending on the manager’s decision they can then work with the product team to create descriptions that more accurately describe items, conducting continuous follow-up analysis to ensure complaints have gone down.
At an even higher level, CX analysts will work on creating and tracking metrics to quantify your customer experience. By organizing and analyzing customer data, your analysts can look for ways to improve the current experience and predict possible needs. They can actively test hypotheses like whether your updated website is leading to more sales, ensuring you are making decisions that are driving growth, not hindering it.
Finally, customer experience managers lead the team and help to accomplish both daily and big picture goals. They are responsible for managing people, tracking metrics, creating the CX team vision, and organizing projects. A great manager will work to ensure each team member has the support they need to achieve their individual CX goals, and that long-term team CX goals are achieved.
- Junior- Level Team Members:
Junior-level team members are an extremely valuable part of the team. They are responsible for executing tasks and interacting with customers. While senior-level team members work on strategies, a junior-level member can work on talking to customers, create tickets based on customer requests, and escalate issues. Without this backbone, it is likely your customer experience infrastructure will fall apart.
Building a great customer experience can be difficult, but it is not impossible. With the right customer experience team and an efficient delivery process, you can become a brand that customers look forward to purchasing from.