A beginner's guide to customer experience team structures

A beginner's guide to customer experience team structures

TL: DR

  • Having a great customer experience team is essential to the success of any business.
  • Creating a CX team that can deliver results requires thoughtful consideration of team structure.
  • Some of the most common roles you may find on CX teams include the Chief Customer Officer, Director of Customer Experience, CX Admin, CX Operations, Digital Strategist, Customer Journey Manager, Customer Lifecycle Manager, and the Voice of Customer Manager.
  • Determining which roles your team needs will depend on the size and focus of your business. The customer experience team structure you choose will ultimately be a reflection of your business goals.

Successful customer experience (CX) teams come in all shapes and sizes, but there are a few key structures that tend to work better than most. In this blog post, you'll learn about the most common customer experience team structures to help you determine what will work best for your organization. Let's jump into it!

What is a CX team?

At its simplest, a CX team is a group of people whose job it is to improve the customer experience. This can mean a lot of different things, from improving customer support to developing new features that make the product more user-friendly. In most cases, CX teams work closely with other departments, such as success, support, or product teams, in order to ensure that the customer experience is always improving.

Some companies also structure their CX teams as department-level organizations, with customer support and success falling under the umbrella of CX. This allows for a more holistic approach to improving the customer experience. No matter how it's structured, though, the goal of a CX team is always to make sure that customers are happy and that they keep coming back for more.

Next, we'll highlight how SaaS companies are starting to think more about their customer experience teams and the structures they use.

Why is a CX team relevant now?

In today's business landscape, it's more important than ever to be a customer-centric company. With customer expectations continuing to rise and markets becoming increasingly crowded, a positive customer experience can be the difference between success and failure. That's where a CX team comes in. By working to improve every interaction a customer has with your company, a CX team can help to ensure that your customers remain satisfied and loyal. In an age where the customer is king, investing in a CX team is an essential step for any business that wants to stay relevant and competitive.

How to structure your CX team

We've already covered how to structure your customer support team as your company scales. In this post, we'll do the same thing for CX teams. 

As your company grows, you'll need to add more people to your customer experience team. But how do you know how many people to add and which of the different CX roles to fill?

The answer depends on a number of factors, such as the size of your customer base, the average revenue per customer, the average customer lifetime value, the number of customer touchpoints, and the frequency of customer interactions. 

If you're a startup with a small customer base and a limited number of touchpoints, you might only need a team of a few people, including maybe a CX manager and a customer support agents who take on multiple roles in the beginning. However, suppose you're a large company with a complex customer journey and multiple touchpoints. In that case, you'll need to scale your operations and add dozens or even hundreds of people with specialized roles.

How can good CX impact companies?

Did you know that more than two-thirds of companies now compete primarily on the basis of customer experience? The customer experience is so important that it has become the new corporate battleground. 

The customer experience can have a huge impact on a company's bottom line. In fact, companies that excel at customer experience enjoy a 60% higher profitability than their competitors. Good customer experience can also lead to increased customer loyalty and customer lifetime value. If your team is able to deliver a great customer experience, your customers will be more likely to stay with you, buy from you again, and recommend you to their friends.

A good customer experience can also help you attract new customers. In today's world, word-of-mouth is more important than ever. Happy customers are your best marketing asset and can help you attract new customers through online reviews and social media.

Customer experience is so important that it's no longer enough to just deliver a good product or service. You need to be able to deliver an exceptional customer experience if you want to stay ahead of the competition.

Conclusion

The customer experience is no longer a nice-to-have; it's a must-have. If you want to stay competitive, you need to invest in your customer experience team.

But how do you know how many people to add to your team and what roles to fill? The answer depends on a number of factors, such as the size of your customer base, the average revenue per customer, the average customer lifetime value, the number of customer touchpoints, and the frequency of customer interactions.

Regardless of the size, every business will need to invest in the customer experience if they want to stay competitive. The customer experience is the new corporate battleground, and the companies that excel at it will be the ones that come out on top.

Author

Shifa Rahaman

Content Marketing Manager

Contributor