The following is a guest blog written by Lorraine Schumacher, Customer Experience Evangelist at Clarabridge. Learn more about Clarabridge by visiting their website.
Starting a Customer Experience (CX) program is no small feat. For Justin MacDonald, Customer Experience Manager at Infusionsoft, he eats, breathes, and sleeps CX and is a passionate champion and change agent within his business. A Software-as-a Service (SaaS) company that serves small businesses, Infusionsoft needs to earn their customers’ loyalty each month. To keep pulse on the customer experience—whether it’s calling the support center, using the product, or any other interaction—the business relies on customer feedback from multiple sources.
MacDonald shared some key principles that he’s identified as critical to understand when building a CX program.
CX Impacts Everything
It’s critical for a CX team to work cross-functionally because CX impacts all areas of the business, and all areas of the business impact CX. A true omni-source program gathers customer feedback from all sources, on all areas of the customer experience, and then makes that information actionable.
“With entrepreneurs and small businesses, business is personal, and their experience with every element of their journeys with our company and product impacts their business, their customers, and ultimately their vote to continue business with us each month,” said MacDonald. “Customer retention, cost of acquisition, and monthly recurring revenue are all majorly impacted by customer experience. We believe we will hit our business goals because we deliver a great customer experience.”
A true believer that a strong CX program is worth its weight in gold, MacDonald adds, “You don’t make experiences better for customers so that your company benefits; your company benefits because you make customer experiences better.” Continue reading