For CX professionals to be responsive to ever-changing market demands, they must transition from being responsible for customer listening to being the strategic architect of customer experiences. To achieve this, CX professionals must focus on three things:
- Align customer initiatives to business outcomes - With a clear understanding of business objectives, CX professionals must show how their efforts impact business outcomes.
- Lead customer experience innovation - To produce differentiated experiences, CX professionals need to identify and engage in innovation that centers on how customers interact with the organization.
- Build an engaged, customer-focused workforce - CX professionals can impact the customer experience by helping employees throughout the organization walk a mile in the customer’s shoes.