CEOs: Meet UX and CX
Customer experience (CX) is important to business. Some CEOs truly live by this. They live and breathe CX, and their customers love them for this. This concept is not new to me, but after seeing a talk at FutureM I realized how close it was to user experience.
The methods are similar, the goals are similar, and they only differ in the medium. CX is user experience on a macro scale. Executed well, it seeps into the lifeblood of an organization. From the minute a current or prospective customer first hears your name, to the feeling they get when they interact with your customer support with a problem with your service or product.
This type of approach is driven from the CEO down. John Pepper (of Boloco) specifically spoke of how negative social media blasts become addressed with superior PR-type response. Regular customers of Boloco would have surely seen the great emails from the CEO himself to address potential criticism. The staff is encouraged to do whatever they have to in order to make a customer’s bad experience a good one. They are instructed to do whatever they must, in order to rectify the situation. If the intention is to improve customer experience, employees will never get in trouble for that.
Investment in to User Experience (UX), much like CX requires a large commitment and faith that the return comes in the form of word-of-mouth and brand loyally. Both of which are difficult to measure, but are integral to a growing business.
I applaud CEOs who can successfully make either of these concepts an integral part of their philosophy. If it’s not coming from the top down, thought leaders and individuals may find themselves swimming upstream. The cogs spin more efficiently when they work together for a common goal.