January 11, 2023

Hey CMOs, Building a Customer-Obsessed CX Strategy Starts with Your Employees

In recent years, customer experience (CX) has become a top priority for businesses across all industries. According to a study conducted by Adobe Workfront, 63% of CMOs believe that CX is the key differentiator in their industry. Given this, it’s no surprise that businesses are seeking ways to build customer-obsessed CX experiences. But where do they start?

The answer is simple: with their employees. Building a customer-obsessed CX experience starts with empowering and enabling your employees to deliver the best possible experience to your prospects and customers. Here’s why:

  1. Your employees are the face of your brand. Your employees are often the first point of contact for customers, whether it’s through in-person interactions, phone calls, or online interactions. They are the ones who represent your brand and shape the way that customers perceive it. Therefore, your employees must be equipped with the tools, content, skills, and knowledge necessary to deliver a positive and memorable experience.
  2. Happy employees lead to happy customers. There’s a clear link between employee satisfaction and customer satisfaction. According to Gallup Research, companies with high employee satisfaction see 10% higher customer ratings and 18% more sales.
  3. Empowered employees are more innovative and creative. Empowering your employees to make decisions and solve problems without having to go through multiple levels of approval and with the right data and tools at their fingertips not only increases their job satisfaction but also allows them to be more creative. This can lead to more positive and personalized experiences for customers, and ultimately better loyalty and advocacy.

So, how can you start building a customer-obsessed CX experience?

Invest in collaborative work management. If your teams are complaining about a lack of prioritization, coordination, or visibility, you’re not alone. It’s a common challenge for enterprise marketing teams.

Implementing a collaborative work management tool – like Adobe Workfront – can be extremely helpful because it allows marketing teams to organize, prioritize, and track their work in one central location. This leads to improved communication and transparency within the team, as well as increased productivity and efficiency. A collaborative work management tool can also help teams to collaborate with other departments, such as sales or customer service, and ensure that everyone is on the same page.

CMOs should also make sure employees have access to the right tools – and that they are properly integrated.

According to Gartner, marketing leaders are paying for as many as 120 different marketing tools, but their teams are only using 58% of their capabilities. In this case, more isn’t always better. Disconnected tools can lead to data silos and inconsistency in reporting, making it difficult to accurately measure the success of marketing efforts. Poorly integrated MarTech stacks can also be time-consuming and cumbersome for team members, as they switch between multiple platforms and systems to complete their daily tasks. This significantly hinders the productivity and effectiveness of marketing teams.

In short, if you want to improve your CX strategy, start looking internally first. Empowering and enabling your employees is key to creating a customer-obsessed culture within your organization and driving business success.

Looking for some help getting started? LeapPoint’s team of experienced consultants – many of whom have previously sat in your shoes – can help you evaluate where your team stands today and build a strategic roadmap to get you where you need to be tomorrow.

Let’s chat.