A CX Leader’s Guide to Total Excellence

The rules of engagement in customer experience (CX) have changed, bringing newer, bolder, and more sophisticated activities to the forefront. CX is no longer just an ad-hoc program managed by marketing or multiple departments with different – and often misaligned – objectives. CX programs of today are board-level priorities recognized for their impact on not just customer satisfaction but also overall financial and operational results. However, not all firms have kept up with these changes. Some business leaders still manage contact center and CX activities based on past observations and assumptions. One previous assumption was that adding more channels into the CX channel-mix was sufficient enough to distinguish from competitors or simply adding self-service as an option was enough to make it easier for customers to get their needs addressed. 

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