In the previous five or six years, there has been a gigantic spotlight on client experience (CX). CX used to allude to client support. Today, CX has extended to incorporate each association the client has with any part of an association. This also incorporates the site, bundling of the item, the cycle the client experiences, client assistance previously, during, and after the deal, and substantially more. It’s beginning and end. Also, for most organizations, the idea of everything is overwhelming.
In today’s world, the role of the Client Experience Officer is converging with that of Chief Marketing Officer. In this new era of technology, the job involves catering to the complex role that involves managing parts at all levels and departments present inside the organization. The roles of CMO and CXO were aligned initially, but now it has come to merge.
In a study conducted by the SalesForce, which included over 7000 consumers and potential clients, the needs of the current consumer have become evident.
- 81% anticipate that organizations should give a similar degree of administration each time they associate.
- 75% expect a steady encounter in any place they connect with, online and offline.
- 72% anticipate that organizations should comprehend their requirements and desires.
- 51% anticipate that organizations should remember them any place they draw in, either online or in a store.
To cater to these needs based on the new media of this era, a CXO is a much wiser choice than a CMO. While CMO deals with all those aspects in which marketing strategy and specialists are needed, a CXO will always help the organization to provide better service to its clients.
In another study conducted by Harvard Business Review, it has stated the four basic categories to handle angry customers and turn them into loyal consumers of the brand.
- Maintaining good customer service on all platforms.
- Speeding up the goods service to the customers.
- Responding to consumers even when they seem angry.
- And, dealing with consumers on a personal level.
These roles can be handled better by the CXO of a company rather than the CMO. This is due to the reason that a CXO has better exposure to the clients and has information regarding their past purchases and how they think during buying products. The CMO deals with the marketing side of the company providing the knowledge to the consumers about the products, but they do not deal with the customers on a personal level. The role of a CXO is taking over the CMO because while dealing with the advertisement side of a company, they also cater to the consumer’s needs and perspective. The CXO can help its organization to receive the valuable feedback of the consumers and then cater to the products accordingly. The CXO of the company also deals with customer services which are an extremely important follow-up after the products have been sold. Without the complaints and feedback of the consumers, an organization cannot hope for its products to be unique in this perfect competition.
A survey conducted has found experience always triumphs over advertising. A customer’s experience is one of the most important factors in deciding whether they buy the product or not. The survey also recorded that 43% of the consumers would pay a higher price for a product just because of a convenient experience. Hence, for the betterment of the organization, they must choose which is important, customer satisfaction, or advertising. Customer satisfaction will ultimately lead to more sales and therefore, the growth of the organization. This also implies that the role of a CXO is much more important in a company than the CMO.