Today’s customer experience transcends the marketing departments of the past. This has caused a radical shift by many organizations seeking to meet and exceed these expectations, leading to changes in company structure and employee training. To better meet customer expectations, organizations are altering their departments to work more in tandem with each other. Additionally, their workforces are being trained with a larger skill set, to bolster the organization’s objective of improved customer experiences.
- Marketing certainly impacts customer experience, but it is important not to overlook the role of a company’s operations, human resources, and finance departments on overall customer experience scenarios and outcomes.
- Operations departments are overlooked but have a vital customer experience role. Pricing, inventory, and uniformity of product availability across physical and digital channels are all important to ensuring positive customer experiences
- Human resources departments have a central role in customer experience by selecting, training, and otherwise preparing employees to deliver good customer experiences.
“In the fight to win the customer experience battlefield, most organizations put their marketing departments in charge. But it takes much more than marketing expertise and impact to succeed in customer experience.”
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