Customer experience is becoming the only game in town. You can do a thousand of things within your organisation but if your customers haven’t noticed then you have failed.
The above statement is today’s harsh reality we live in. Everything is spinning faster and new technology opens up for attacking your business. This is especially true for companies within the B2C field. To cling on you need to grasp the importance of customer experience and the role it has in tomorrow’s market. Companies that do not grasp its essence will eventually diminish. One company that gets it is Amazon. Google on Jeff Bezos letter to shareholders and you will see his restless championing for the customer.
The person that should be the champion for your customer experience should be your CEO. Your CEO is the captain of your ship. The captain holds the wheel and sets the course. Since todays environment is so competitive and fast the role of the CEO can no longer be only to work with high-level questions. Todays CEO need to get their hands dirty, they need to care for the details of the organisation, understand the customer and understand the key components that drive growth. One of the main areas that only a CEO can influence is to setup an organisation that is fast and makes the right decisions with minimal management involvement.
The CEO together with the employees needs to figure out what parts of your customer experience that drives value. Thereafter you need together with your employees setup a direction on what you are aiming for. Doing this will have several effects:
o You will start delivering true value to the customer that will turn into growth.
o As a CEO you will understand your business and be able to make better decisions. You will be able to ask the right questions towards the organisation. This will make everyone smarter and more focused.
o People will be super motivated with a sense of purpose. As a CEO you will then have a smooth organisation that will be self-sustainable.
A company is of course more than just one person but the higher up the more you can influence the outcome. In the end the only thing that counts is what your customer thinks. So if your CEO is not passionate about customer experience, then you are most likely screwed in the long run, so you better start looking for a job now.