Who is responsible for the Customer Experience (CX) at your organization? Most large organizations have a marketing team that conducts Voice of the Customer surveys, but that is the extent of their direct interaction with your customers. The feedback is then distributed to leadership. Often times, the feedback stays at this level and those directly serving customers day to day have no idea how they are viewed by their customers or how they are delivering products or services.
There are many touch points with customers and all of those employees are responsible for the Customer Experience. Employees at your organization that have support roles also have an effect on the customer experience and your processes impact how your customers are served. All these things are interrelated and your customers know when one of these is misaligned.