Setting up Your Customer Experience Team with Real Business Impact

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    • setting up a customer experience team

    Hiring Tips: Who Should I Hire First on My CX Team

    Although Customer Experience has been around for a long time, hiring for Customer Experience has become a greater priority for executives and funding committees only in the last 5 years. With that shift comes the rise of the Customer Experience Team in the organizational structures of banks, insurance companies, consumer brands and B-to-B entities.

    How to Set Up a Customer Experience Team

    Within the CX Team, the Customer Experience Director (or Customer Insights Director) leads the charge. Let’s say this is your role in your organization. Typically, you are the company’s first Customer Experience hire, tasked with building a team from scratch. Likely, in that first year you have to assemble your CX Team. You have limited funding until you prove the value of investing more in Customer Experience efforts.

    The pressure to demonstrate business impact and ROI quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.

    Hiring without a Customer Insights Team in Place

    The CX cycle begins and ends with Customer Insights. With no customer insights team in place, it is hard to know how to start.  If that team does not exist, your first order of business is to begin setting up a customer experience team. If you only have funding for one hire, hire a customer insights expert to learn what is not working well for your customers and what measures you need to take to improve the customer journeys.

    Hire a manager level professional with a strong analytical background who is not afraid of doing the grunt work in the beginning.  You will need strong insights to convince your leadership of the need to invest in Customer Experience.

    Hiring with a Customer Insights Team in Place

    Once you know the parts of the customer experience that need to be addressed, you can hire an operations person – preferably an internal hire. An operations person on your CX Team helps you learn why your organization is not able to deliver great customer experience. An operations person is also invaluable for change management.

    This CX Team member knows how to “sell” the changes in procedures and processes to the frontline. He/she is also invaluable with testing and trialing new solutions in the field. I promise you this hire is not going to be afraid to stand in front of customers and try new ways of doing things. That’s the kind of power you want to bring to drive the customer experience changes in your business.

    Hiring with Customer Insights and Operations Expertise in Place on Your CX Team

    Once you have the two foundational pieces of customer experience – the insights and the frontline know-how – you can hire a Project Manager or a Program Manager. The size of your portfolio will determine whether you should hire a project manager or a program manager.

    If you have scoped one or two projects and have sufficient funding for them, it may be better to start with a Project Manager. If you have a bigger mandate and a higher level of responsibilities, hire a Program Manager for your CX Team. You will need this person to run the funding and reporting of your efforts smoothly. He/she holds different parts of the organization accountable for their pieces of your Customer Experience projects.

    Hiring when you Have All of the Above on Your CX Team

    The next two recommendations may surprise you. But they are critical to a  setting up a successful Customer Experience Team. First is a dedicated brand manager and a finance person. If you have the basic Customer Experience hiring in place, and you have significant budget and responsibilities, you must start doing some internal and external PR. You also need to maintain your credibility with finance in order to secure future funding. To achieve these goals, add a dedicated brand designer and a finance person to your team.

    These two positions on the CX Team are the hardest to sell to senior leadership because they technically exist somewhere else in the organization. The key here is to show why these professionals need to be dedicated to your Customer Experience program. For your CX Team to succeed, you have a lot of creative to do. If you are a change agent for the brand you are servicing (as you should be), you have to tell stories to your internal stakeholders through internal PR as well as to external stakeholders and the media.

    Setting Up a Customer Experience Team for Success

    Your success depends on a brand designer and finance expert more than you may anticipate. When I did not have a finance pro on my CX Team, I ended up doing the finance role at night. I was only able to do this because I had that skillset from my previous life. This, of course, is not ideal.

    Hiring members of the CX Team requires you to take a long view of customer experience design, execution and goals. Internal and external hiring for CX forces you to look at the short and long-term goals of your Customer Experience strategies. It pushes you to consider how to implement those strategies for your customers and how to communicate them to the C-Suite.

    As a result, Customer Experience hiring is another good exercise in creating superior experiences for your customers and your brand.

    Liliana Petrova

    Published on 11/21/2018

    Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments

    Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.

    by 08/15/2018
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    How a Personal Interaction builds Repeat Customers

    A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).

    by 11/28/2018
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