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Taking Customer Experience Beyond Marketing

By Special Guest
Lance Noland, Content Writer
December 07, 2016

In a world full of competition in every sector, customer experience is one of the measures that influence the success of a company. Consumers live in an age where they can complain about inadequate services and poor quality products on multiple platforms from social media to review sites. They also have more power when it comes to choosing products and services because e-commerce sites make comparison shopping readily available. It is because of this that companies should concentrate more on creating a great customer experience for their consumers.

One mistake, and it is an old one, that most organizations make is to delegate customer experience duties entirely to marketing teams. Although marketing holds a small part of the client experience, there is more to it. The thing about marketing is that it reaches the customer at the last stage of their purchasing journey. Good customer experience starts from the very first stage. It means that every department in an entity has a role to play when it comes to satisfying customers. So, what responsibilities fall to these different players?


Monetary transactions are undeniably the bottom-line when offering any product or service. However, the way those transactions are carried out will dictate customer experience. Every measure that an organization's finance department chooses to implement will have an impact on the experience of its clients. The accounting department can improve customer experiences by concentrating more on the results from clients than those from business operations. For instance, working with a client to develop a favorable payment method for their IT support services goes a long way towards improving the experience. A finance department can even restructure its operations or use different metrics to ensure that customers get the best services.


Managing the operations of an entity to cater satisfactorily to customers means integrating all the functions appropriately. Companies have to implement strategies that allow operations to be more flexible and agile. Of course, this will depend on the type of business. For example, a retail store using advanced techniques for its inventory management reduces common stocking challenges, which sometimes fall to customers. A store that can tell early enough when it's running out of products and ensure that the restocking is timely will avoid frustrating its loyal customers. By sharing data and collaborating on all the major operations, a business can significantly improve customer experience.

Product Design

Another sector that can determine the experience that consumers have is product implementation. It is not rare for clients to get products that fall short. In some instances, a product that doesn't work means the end of that experience. In others, though, a company can do something to fix that. For instance, buying a smart TV that fails to integrate with the rest of your home system like it's supposed to may mean a fault in the design. The designers and other professionals who created the product have to work with a customer to solve the problem. Good communication can salvage a customer-vendor relationship that would otherwise be ruined due to a simple misstep.

Human Resources

The recruitment and training of talent can make or break an organization's customer experience. Your employees will pass on their experiences to clients. It is not possible for employees who are poorly treated or lack certain skills to be expected to provide good services to consumers. For example, a worker who is not technologically savvy will have a problem creating a tech-oriented customer experience. A company must recruit and train workers in such a way that they understand customer experience goals and equip them with the skills to meet them. Employees should have the right equipment in whatever capacity they work in to guarantee that they don't fumble when it comes to realizing customer experience objectives.

A lot more goes into growing a company's customer experience than just the mentioned areas. Real-world brand encounters, for instance, can influence the experience that your clients have. Customer experience extends beyond what goes on inside an organization, and everyone should comprehend that. The public stances that your entity takes or how brand ambassadors behave are all a representation of your organization, and that means something to consumers. Ensure that every section in your business understands its duty regarding customer experience through e-learning solutions.

Edited by Alicia Young
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