卓越客户体验的新领导者—CRO

Article Summary

With today's consumers playing a crucial role in decision-making, the experience has become key due to their selective power and endless choices available at the click of a button. Brands are challenged to be customer-centric beyond the marketing department, with a need for a Chief Revenue Officer (CRO) to bridge gaps between departments and manage revenue with a focus on the customer experience.

Background

The digital age has brought new challenges over the past decade, with brands adapting to digital transformations and a significant shift towards excellent online and mobile customer experiences. Failure to meet expectations can lead to customers leaving, as indicated by a Decibel survey where 95% would abandon a site due to digital frustrations. Brands neglecting this trend risk losing customers and revenue.

The True Meaning of Customer Experience

The term "customer experience" has become a buzzword, often representing the initial contact points between potential customers and a brand, like seeing an advertisement or visiting a website for the first time. However, a customer-centric brand must consider, maintain, and continuously improve experience in every department directly or indirectly interacting with customers.

Who Should Maintain the Experience?

Marketing, sales, and customer support teams traditionally worked in silos but are all part of customer interactions. For collaboration and consistency, a CRO is necessary to connect these departments and oversee customer-centric efforts. The CRO, working with the CMO, should leverage tools that quantify digital experiences for marketing and cross-functional success.

How Can the CRO Utilize Martech Tools for Experience Success?

In a customer-driven environment, the CRO must understand digital body language—describing digital interactions like mouse speed or device holding angle—to improve the customer experience. Investing in technology that quantifies these interactions is essential for truly measuring experience and its impact on revenue. Advanced solutions can even score gestures and perceptions, enabling responsive action to issues.

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