{"id":4213,"date":"2016-04-21T16:52:00","date_gmt":"2023-10-18T16:52:17","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4213"},"modified":"2023-10-18T17:35:57","modified_gmt":"2023-10-18T17:35:57","slug":"path-to-customer-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/path-to-customer-experience\/","title":{"rendered":"The Path To Customer Experience Transformation Starts Here"},"content":{"rendered":"\n<p>The role of marketing is very clear: generate awareness and demand for a company\u2019s products and service. The role of customer service is equally clear: ensure customers are happy with what they\u2019ve bought and resolve any questions or problems. When you start talking about the customer experience, however, the boundaries of those two functions may start to get a little blurry.<\/p>\n<p>Discussions about \u201ccustomer experience\u201d have become so pervasive that many experts have shortened it to simply CX. Unfortunately, however, the way CX is handled in some organizations is so poor it needs an Rx \u2013 in other words, a prescription of some sort to make it look healthy again.<\/p>\n<p>This is probably more challenging for Canadian small and medium-sized businesses than large enterprises, because in many cases SMBs have a single marketing department, rather than a marketing communications team, a product marketing team and a customer marketing team.<\/p>\n<p>When CX is healthy, on the other hand, organizations flourish. For instance, Forrester Research recently studied <a href=\"https:\/\/www.forrester.com\/Customer-Experience\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">the links between customer experience and revenue<\/a> across seven different industries over a five-year period. The results? CX leaders tended to see revenue growth of 15 per cent, versus 2.5 per cent for those in the \u201claggard\u201d category.<\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/pdf\/2016-state-of-marketing.jsp?d=7010M000002ICBw&amp;nc=7010M000002ICBr\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/THIN_CTA_StateofMarketing.jpg?strip=all&#038;quality=95\" alt=\"2016 State of marketing. New research based on 4000 marketers worldwide. Get the report.\"><\/img><\/a><\/p>\n<p>Start your path to customer experience transformation like this:<\/p>\n<p><b>Map Out The CX Journey<\/b><\/p>\n<p>Here\u2019s a skill-testing exercise of sorts: talk to five people on your team. Ask them to outline, even at a high level, what they think a year in a customer\u2019s life with the company looks like from start to finish. This might include things like:<\/p>\n<ul>\n<li>Marketing content they\u2019ll receive \u2013 e-mails, social media posts, direct mail, event invites<\/li>\n<li>Contact with the sales team \u2013 in-person meetings, phone calls and e-mail exchanges<\/li>\n<li>Contact with fulfilment \u2013 this could include everything from visits to physical locations like a store or warehouse to interactions with delivery services.<\/li>\n<li>Contact with customer service \u2013 call centre interactions, e-mail inquiries or even questions via social media count here.<\/li>\n<\/ul>\n<p>Chances are people on the team will overlook at least some of these points on the journey, or will see interactions happening in a different order and with varying opinions about the quality of the experience.<\/p>\n<p>This is where it\u2019s important to start looking at the CX journey in both its ideal form \u2013 what you want customers to think and feel about their experience with your company \u2013 and in its various iterations. For instance, the journey may not span a year for customers who only buy from you once and then never again. Get as detailed as possible in outlining what the CX journey is today and how it should evolve.<\/p>\n<p><b>Pinpoint the CX Stakeholders<\/b><\/p>\n<p>Theoretically, everyone contributes in some way to the customer experience, but not everyone does it in the same way. A big part of improving CX is having a solid understanding of the players and how they can better collaborate (or at least stay out of each other\u2019s way). One way to do this might be along the following lines:<\/p>\n<p>Front-line: Those whose roles are directly customer-facing, like sales, some marketing team members, and many within the customer service domain.<\/p>\n<p>Supporting roles: Those working behind the scenes can influence a lot of what customers will think and feel about their relationship with a company at particular stages. Business owners or leaders may set the overall direction, for example, while admin staff could ensure processes happen on time or meet various standards.<\/p>\n<p>Indirect contributors: Not everyone who contributes to the customer experience will be on the payroll. Customers may influence other customers through what they share on LinkedIn or Twitter, for instance, and in some cases media coverage will affect perceptions. Third-party suppliers and fulfilment partners will also be part of this group.<\/p>\n<p>Go back to your CX journey maps. Plot out who does what along the way. Where is the potential for duplication of effort, extra unnecessary steps or gaps in information? This is where CX starts to get more visible and actionable.<\/p>\n<p><b>Test-Drive The CX Journey<\/b><\/p>\n<p>The one risk in tackling CX improvements is keeping things too broad or hypothetical. Use more granular examples to help isolate specific areas that need additional work. For example, the introduction of a new product or service is a great way to drill down on CX to ensure the launch is a success. Either mentally or on a white board, pose the following questions:<\/p>\n<ol>\n<li>What kind of persona or personas is this particular customer experience designed for? What do we know about these kinds of buyers?<\/li>\n<li>How does the customer experience with this product compare with the marketing, sales, and customer service steps associated with our other offerings? What\u2019s better and what\u2019s worse?<\/li>\n<li>If there are any CX \u201cswamplands\u201d \u2013 moments in the journey where customers might get stuck, confused or otherwise compromised \u2013 what\u2019s our mean time to resolution and how can we make it shorter?<\/li>\n<\/ol>\n<p>Committing to a better CX strategy could instigate a lot of change in your company \u2013 everything from the way you budget to the kinds of people you hire. There\u2019s proof, however, that it can make a substantial difference in your results. To see what real businesses say about the relationship between marketing and the customer experience, download the 2016 State of Marketing, a new report from Salesforce.<a name=\"GoBack\" id=\"GoBack\"><\/a><\/p>\n<p><a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ca\/form\/pdf\/2016-state-of-marketing.jsp?d=7010M000002ICBw&amp;nc=7010M000002ICBr\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/stateofmarketing2016banner.jpg?strip=all&#038;quality=95\" alt=\"2016 State of marketing. New research based on 4000 marketers worldwide. Get the report.\"><\/img><\/a><\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>The role of marketing is very clear: generate awareness and demand for a company\u2019s products and service. The role of customer service is equally clear: ensure customers are happy with what they\u2019ve bought and resolve any questions or problems.<\/p>\n","protected":false},"author":1,"featured_media":4215,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[112],"sf_content_type":[],"coauthors":[2],"class_list":["post-4213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing-cloud"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Path To Customer Experience Transformation Starts Here - Salesforce<\/title>\n<meta name=\"description\" content=\"The role of marketing is very clear: generate awareness and demand for a company\u2019s products and service. 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