There are all kinds of definitions of what “customer experience” means, but Chris Stark’s includes one element that brands can easily forget.
“Focus deeply on what customers are saying and shift teams to become advocates for what they say,” the VP of solutions engineering at CX analytics provider Topbox told members of the CXPA during a virtual event that ran earlier this week.
In other words, you can listen to what customers say, but if you can’t get other parts of the business to act on what you hear, it won’t mean much, Stark said.
Prior to Topbox, Stark launched the Voice of the Customer program at Nike in 2016, and now he continues to get a sense of what customers need for brands ranging from Bed, Bath and Beyond to Shutterstock.
The full hour-long event is available on-demand for CXPA members on its web site, but you can also subscribe or log in here to learn:
- The biggest reasons CX strategies can’t depend on survey data alone
- Two examples of simple fixes that solved big CX problems
- The two best ways to measure CX ROI, and how to calculate them
When surveys become a silo
Stark said most CX program failures can be attributed to three areas:
Shane Schick tells stories that help people innovate, and to manage the change innovation brings. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and Yahoo Canada and is the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.