What does a customer experience team do?

What does a customer experience team actually do — and how do strategy, measurement, journey design, technology governance, and cross-functional collaboration combine into a function that drives CX improvement across an organization rather than just owning the contact center?

But just as lifetime customer value figures range in size, so do customer experience teams. However, the size of the organization typically determines how many team members are on the customer experience team. Smaller businesses may have a single employee focused part- or full-time on CX. Mid-sized businesses typically have anywhere from one to five team members dedicated to customer experience. And large organizations normally have much bigger customer experience teams.

Typical responsibilities of a customer experience team.

Regardless of how many people are on a customer experience team, team members are usually responsible for:

• Developing a strategy that achieves the desired customer experience
• Representing the voice of the customer
• Understanding customer insights and analytics
• Creating positive interactions along the buyer journey
• Recommending, implementing, and maintaining relevant tools

1. Ensures a positive customer experience

Whether you’re a strategist, analytics expert, or technologist, if you’re a member of a customer experience team, you are responsible for understanding every customer touchpoint and ensuring the experience is the best it can be.

2. Gathers and disseminates feedback

Additionally, customer experience teams gather and analyze customer feedback, using it as an important input for ensuring a positive customer experience. CX teams are also responsible for sharing customer insights with the rest of the organization, from the executive team to product development to marketing. This helps ensure that the customer’s needs, and the impact on the customer, are important considerations for all discussions, development, and decisions at all levels of the company and in every department.

3. Leverages technology

Lastly, a customer experience team is responsible for ensuring that the best processes and tools are in place to deliver an outstanding customer experience. Tools that shape customer experience range from simple to complex and they can be homegrown or purchased. They include surveys to gather customer feedback, tools to map the customer journey, website analytics, and technology that provides omnichannel customer service.