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Here is your guide to building a high-performance customer experience team.
Building a high-performance CX team is all about maximizing each team member’s efforts and assigning the right people in the right roles. But the question is, who can be deemed as the right person? The answer is that it depends on the organization, where exactly the team sits in the organizational structure, and the scope of functionalities and responsibilities of the CX team.
You need to keep in mind that no two CX teams are alike. Hence, building a high-performance CX team will depend upon a wide scale of skillsets.
The CX team includes all the members involved in carrying out important tasks to ensure that customer needs are met, and their concerns are resolved promptly and effectively. Simply put, the CX team is responsible for keeping the CX engine running.
Considering its importance, it is not practical for you to put random staff in the team. When forming the CX team, you need to understand that ‘these team members will represent your company’s ethos and values to your customers. At the same time, choosing the right members for the team isn’t the end of it; you should also emphasise on the continuous development of their skills in understanding and addressing customer needs.
Listed here are the top-5 skills that makes for a high-performing CX team. Considering them will help you create and nurture the right CX team –
Organizations across the globe are emphasizing on the need to respect diversity and inclusivity in all fields. Considering this, it is your job to ensure that your CX team comprises diverse groups coming together to take care of the customer experience needs.
Remember that no business today can have a homogenous set of customers. Respecting this diversity, it is always better to have your CX teams capable enough to deliver solutions addressing the needs of these diversified customers. A homogenous team may significantly reduce the chances of conflict between the team members, but it also increases the risk of group thinking.
Unless you create a heterogeneous team, you cannot expect your customers diversified needs and values to be taken care of. An inclusive team and work environment create broader values and an inclusive mindset, and this is no longer an option but a necessity for thriving in the modern world.
Moreover, the CX team should not have rigid work formats and processes. The work ethics of the CX team will directly affect the customers. Therefore, it must be flexible to keep customers’ needs before the work processes. The primary goal of the CX team should be customer satisfaction, and hence it needs to be inclusive as well as flexible to meet the needs of your diversified customer base.
CX team of your company is among the first few people in the organization to get updated insights into customers’ needs and expectations through feedback and communication. When provided with the opportunity to experiment, these teams can bring valuable information about customers’ preferences and changing attitudes.
Keeping this in mind, you should encourage your CX team to utilize their understanding of customers and develop new and better solutions to improve customer experience. When a CX team tries something new, they may fail in the initial attempts. However, they should be encouraged to continue experimenting as it could lead to success in the long run.
Choosing enthusiastic members with a proactiveness to learning new things should be a priority when developing the CX team. The team members should be encouraged to adopt a ‘fail fast and learn fast’ approach to provide better services to the customers.
You should also keep in mind that your CX team needs the freedom and encouragement to experiment in constructive ways. This will not only help your business grow but will also increase the chances of customer loyalty and reduce the rate of attrition as employees will find their careers rewarding. Constructive experimentation is one of the best ways for CX executives to grow professionally.
The CX industry is getting bigger by the day, receiving more recognition than ever. At the same time, customer expectations and CX technologies are transforming rapidly. So, you cannot do with a CX team that does not update itself with the latest advancement and knowledge in the market.
Your CX team must be aware of the industry norms and best practices. And, they must have a resource pool or body of information that they can utilize to provide an excellent experience to the customers.
Today it’s very easy to collect information as well as customer data through the advancement in technology and digital space. But, it’s not enough to have this information on your fingertip; your CX team must convert it into actionable insights. They must utilize these boons of the modern world to provide a quality experience to your customer, thus increasing growth prospects for your business.
To help your CX team achieve this feat more effectively, you can equip them with recommendation engines and artificial intelligence tools to navigate through large repositories of data and information easily and work more efficiently.
You cannot expect your business to grow or your customers to be more satisfied if your team continually works on their traditional system. Your CX team must have the ability to ascertain and act upon concepts that look promising. They should be trained appropriately for this purpose.
Regular trainings do not only help in making your staff more skilled but also helps the growth prospects of your business. You must also build infrastructure that helps your CX team quickly develop and implement new discoveries happening in the market.
Things are so rapidly changing in the market that you cannot afford to wait and watch for your competitors to adopt a new promising idea before implementing it in your business. So, your team members must ascertain whether a new concept will be rewarding for your business or not.
The first step towards ascertaining a promising concept is to systematically identify the emerging behaviors of customers as well as the market that is obviously ruled by the customers. After identifying the emerging behaviors your CX team should have the ability to work out a plan of action based on the new discovery to enhance customer experience. The team can also utilize certain tools to make the process easier.
Last but not least requirement of an effective CX team’s ability to collaborate with other team members to get the best output. Each team member should individually and collectively work towards a common goal of providing an excellent customer experience.
As discussed earlier customer experience team must have diversified members who can bring their diversified experiences to the table to help the team. Their problem-solving orientation and different expertise, each team member, can help each other grow and together make the best decision for the business growth.
Instead of being a rigid hierarchy, the CX team must be fluid and free-forming so that each member can equally contribute to the team for achieving the wider goals of the team and the business as a whole. Ideas brought in by all the team members must be discussed by the team to find out the best possible idea for improving customer experience services. The success of each member should be taken as the success of the entire team, thus recognizing efforts and building a collaborative environment in the team. 27
CX teams need to be flexible and adaptable in their approach to surpass the bar set up by the customers. With the help of these skillsets mentioned above, you can make your customer experience team high performing to exceed the expectations of the customers.
Shivani is a talented CS manager with the skillsets to elicit, scope and manage end-to-end B2B SaaS project delivery. She has a keen interest in depicting her learnings in customer success by writing resourceful blogs and articles.
Published January 19, 2022, Updated August 04, 2022
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