Customer experience plays a pivotal role in winning new customers, enhancing relationships with existing customers and strengthening an organisation's brand. Whilst few would argue against the value of customer experience, whose job is it?
This recent article suggests that responsibility for customer experience is a grey area. Quoting findings from a recent KPMG Nunwood US Customer Experience Excellence report, there appears to be a surprising lack of clarity, with just 35% of CMOs believing they have overall responsibility for customer experience, compared to 37% of CEOs and a mere 29% of Chief Customer Officers (CCOs).
In my opinion, customer experience is something that should be front of mind across an entire organisation. Regardless of job role or seniority, all interactions with customers or prospective customers are an opportunity to reinforce your brand and strengthen relationships. However, given its value in achieving business objectives, failing to identify someone with overall responsibility for customer experience could be risky, whether it falls to a CMO, CEO or a dedicated CCO.
Chief marketing officers and other C-suite executives are unclear who should be in charge of the customer experience. This confusion is a key challenge for 30% of the UK and US marketers, CEOs and chief customer officers surveyed by software company Calabrio, which is having a significant impact on the experiences these businesses deliver.