Call it a sixth sense on the part of consumers. When connecting with a company to make a purchase or get a question answered — be it on a sales floor, over the phone, or online — one can intuitively sense the environment of that company. They can tell whether it’s an inspiring and innovative place to work and cares about its customers and community, or is a terrible place to work that doesn’t respect customers and has a stagnant corporate culture. Of course, there are cases where no intuition is even required, and the state of an organization’s corporate culture is obvious through encounters with seemingly apathetic employees lacking the right information, or through confusing online interfaces. This is the crux of the current state of customer experience, or CX.
Executives Need to Invest in Understanding the Customer Experience
Only half of chief executives are confident they are able to provide high-quality digital experiences to customers, according to a new survey.
March 08, 2023
Summary.
Delivering superior customer experience (CX) is a mandate that now extends well beyond the bounds of customer service, support, sales, or IT departments. It requires a cultural shift that emphasizes pervasive information sharing and intent analysis across the enterprise. Executives not fully immersed in CX leave their organizations open to churn and reduced market presence. Executives across all domains need to step up and lead their organizations’ CX efforts in order to survive.
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.