Technology Tools for Customer Experience
Another fundamental aspect is understanding the differences between various tools: ERPs, CRMs, and helpdesk software. Emersson shared that he has worked with Dynamics (Microsoft), Zendesk, Talkdesk, and Salesforce’s Service Cloud.
However, he emphasized that while numerous tools are available, the key lies in ensuring seamless integration between the ERP, CRM, and helpdesk systems. These tools hold important records of the customer’s journey, allowing you to find missing information from one platform by checking another.
Therefore, we won’t recommend one specific tool, as success largely depends on how well your IT department can integrate multiple tools.
The size of your company also plays a role in the tools you need. Large companies will likely require ERPs, CRMs, and helpdesk systems, while smaller businesses might only need a CRM and a helpdesk tool to keep track of customer records. Some tools today come with all these integrated features.
What was Emersson's recommendation? Choose the tool that fits your company’s capacity, processes, and, most importantly, your customer-facing strategy.
CRM and Customer Experience
A CRM helps track vital information about customer behavior: what products they purchase, how often, their average ticket size, how many times they’ve contacted support in the past month, and how those interactions were handled.
For Customer Experience (CX), this data is essential. It’s critical to have it readily available when a customer reaches out because many experiences break down at the support level when agents ask customers for information the company should know.
To provide a positive experience, you must avoid situations where customers say things like, "Don’t you already know that?" or "How can you not know how much you bill me?" These reactions arise when there’s a disconnect between different departments.
It’s the truth. The biggest challenge in delivering excellent CX is fixing the disconnect between sales, marketing, support, operations teams, and the tools they use.
Surprisingly, even large companies struggle with these issues despite having the right tools to integrate everything.
To avoid or resolve this problem, you need to clearly define the customer journey and identify when and where the customer interacts with your company and what tools should be used to capture those interactions.
The challenge lies in harmonizing and organizing all these areas to ensure the data collection process flows smoothly. Ultimately, the goal is to collect, store, and analyze data effectively.
If one department is disconnected, you risk losing vital parts of the customer’s journey.
So, when analyzing why you’re losing customers, receiving poor reviews, or a new product launch wasn’t successful, the issue might be that a critical piece of information got lost due to lack of integration.
Now that you have a clearer understanding of Customer Experience, it’s time to talk about a final crucial aspect: the team that will make it a reality. Here’s who you need to ensure your customer has the best possible experience.
The Ideal CX Team
Since processes are at the core of everything, it’s no surprise that you need an expert. This person needs to understand both customer-facing and internal processes.
They should know how the product is made and delivered and have the processes documented to understand who does what and when.
By having a firm grasp of all processes, this expert will know exactly who to approach and what needs to be done to ensure a smooth customer experience.
This person is also key if you’re going to establish frontline support across different channels (such as in-person, phone, digital platforms like social media, WhatsApp Business, and even live chat on your website).
For each channel, the process expert should establish clear customer service protocols.
Including an operations-focused individual on your CX team is essential. While customer service often manages certain situations and changes, they need to stay connected with internal processes—whether it’s a kitchen or a warehouse dispatch system.
Yes, you read that right. Collaborating with HR is crucial, as they select the customer-facing staff and those who execute key tasks. Working closely with HR ensures you have personnel aligned with your CX strategy.
Data is key, so you’ll need someone dedicated to managing it—a data manager who oversees the collection of valuable information (such as the number of calls, chats, or orders, and where those orders are shipped). Whether you’re using a CRM or helpdesk tool, this person will handle the data.
This role is critical because all data must converge in one place, allowing you to analyze it via dashboards or reports to understand the customer experience you’re delivering.
In Conclusion...
The key team members you need to consider for your CX department are the process expert, the operations manager, someone from human resources, and a data manager. How do they ensure a great customer experience? By organizing processes so everything flows seamlessly.
If you want specialized advice for your case and currently generate over $10,000 in sales but don’t know how to scale your business digitally, please contact us. We can evaluate whether we can offer a results-based digital marketing deal based on your sales performance.
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