Goodbye, Backseat: Customer Experience Deserves the Front Seat in the Boardroom

People say, 'The customer is always right,' but what if the company wrongs the customer?

Sure, a complaint here or there may slip by the board members unnoticed, but when countless customers share the same bad experience, it's bound to hit the bottom line with poor business outcomes. It's the classic case of 'you snooze, you lose,' and no amount of boardroom padding can save a company from the fallout of poor customer experience.

The customer experience has always been crucial to a business's success. However, it has become a buzzword in boardrooms nowadays. Before the rise of the digital age, one could get away with a mediocre customer experience. But nowadays, businesses that ignore the importance of customer experience are preparing to fail. So, why does customer experience need to enter the boardroom?

Well, the answer is simple. To focus on the only thing that truly matters - the customer!

‘Don't Look Up’, Look at Your Customers: Why CX Matters in the Boardroom

"Don't Look Up" is a dark comedy about two scientists who are trying to warn the world about a comet that is about to destroy the planet. The catch? No leaders take them seriously, and the powers that be are more concerned about profits and politics than saving the world.

In many ways, this movie is an eye-opener for businesses and their ignorance towards customer experience. The danger the scientists are trying to warn about is a lot like the danger many companies face today - a lack of customer-centricity.

Without customers, there is no business. Yet, many businesses are still more focused on profits and politics than customers. They need to serve customers as per their expectations and ensure their customers are happy.

A great customer experience is essential to captivate new customers and audiences as well as retain existing ones. Customers are now used to the convenience and personalization that digital companies such as Amazon and Netflix offer. They expect the same level of service from every business they interact with. So, a great product or service is not enough. You need to provide a great experience as well.

But are you sure that your company provides a great customer experience?

Greg Melia, CEO of the Customer Experience Professionals Association (CXPA), stated in Clootrack’s 102 CX study, "The first element of customer experience success is the leadership decision to strive for a best-in-class customer experience. Many brands state that aspiration but fail to recognize that delivering a best-in-class customer experience is a holistic commitment that requires the right professionals, processes, systems, and ongoing support to ensure that the entire organization collaborates to design, deliver, measure, and improve the experience it delivers.”

So…..

What should the boardroom be doing to ensure that customer experience is given its due importance?

Just as the scientists were desperately trying to warn people about the danger that lay ahead, customer experience advocates must also try to convince decision-makers of the importance of prioritizing customer experience.

So, what can the boardroom do to ensure the customer experience is given its due importance? Here are some tips:

• The boardroom needs to wake up and smell the coffee (not the apocalypse')!

Hiring the right professionals and investing in a customer-centric culture is vital to ensure a great customer experience. After all, you don't want your customers running for the hills before the imminent comet hits, do you?

• It's time for the boardroom to put their detective hats on (like our heroes in the movie)

Customer feedback, data, and insights are crucial for creating a roadmap that covers everything from online/offline interactions to customer service. You don't want to be caught off guard when something unexpected hits, do you?

• The boardroom needs to get its competitive spirit on!

Measuring customer success, satisfaction, loyalty, and advocacy is key to benchmarking against the competition.

• The boardroom needs to channel its inner chameleon

Customer experience is a constantly evolving field. So, the boardroom needs to embrace experimentation, innovation, and change. You don't want to be like the people who refused to believe the comet was real, do you? Adapt quickly or face the consequences!

Final Thoughts

The importance of customer experience cannot be overstated. There is no other shortcut for a business to achieve business success without considering customers and what experience they get. Don't be like the characters in "Don't Look Up." Don't ignore the warning signs. Ensure that customer experience enters the boardroom, and you'll be on the right path to success.

If you, as a leader, ignore the importance of customer experience in the boardroom, there is a possibility of an apocalypse of your business, just like in the movie. Sometimes, it will be too late to destroy the comet headed to your business!

Read more: Is Your C-Suite Still Living in the '90s of Customer Experience?

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