It's more important than ever to create a positive customer experience and keep your customers happy. Simply investing in marketing and sales is no longer enough, especially since the cost of acquiring new customers is five times higher than retaining existing customers.
However, in order to keep customers from churning, you need to deliver an excellent customer experience. And to do that, you need to have the right people in place.
As companies continue to invest in their customer experience (CX) teams, the range of roles and titles available within those teams is expanding. From support agents to customer retention leads, there are many positions that can help improve customer satisfaction, loyalty, and engagement.
In this article, we'll discuss the various customer experience roles and titles that are gaining traction today.
What are the core areas of CX?
Before diving into the different customer experience roles and titles, let's discuss the core areas of CX. Generally speaking, there are three main areas when it comes to customer experience: onboarding, support, and success.
Onboarding is the process of getting new customers up and running with your product or service. It's one of the main strategies to increase customer retention and involves the following:
- Welcoming new customers.
- Introducing them to the features and benefits of your product.
- Helping them set up their accounts.
- Offering training on how to use your product or service.
The goal is to ensure that customers are confident in their purchase decision and have a smooth start with your product.
Once customers are onboarded, it's important to provide them with ongoing support if they have any questions or issues with your product. This could involve responding to emails, phone calls, and social media requests, as well as offering live chat and troubleshooting services. Here, customer service representatives take on the role of helping customers and providing them with the best possible solutions.
Customer success is a more recent area of CX, which focuses on proactively helping customers achieve their desired outcomes. This includes working with customers to identify goals and ways to use your product or service more effectively. Customer success teams provide guidance, advice, and resources that can help customers reach their objectives.
Core customer experience roles and titles
Now that you understand the core areas of CX, let's look at some of the most popular roles and titles in the field.
Support agents are customer service representatives who provide customers with help and assistance. They are often the first point of contact for customer inquiries, including technical issues and product questions. Support agents should have a good understanding of the product or service, as well as strong communication skills, to provide personalized solutions.
Technical support agents
Technical support agents help customers with technical problems and issues related to the product or service. They should have a good knowledge of IT systems, troubleshooting techniques, and problem-solving skills.
Customer success managers
Customer success managers help customers get the most out of their experience with the product or service. They work closely with customers to identify objectives and provide guidance and advice on how to achieve them. Customer success managers also work internally with teams such as sales, marketing, and support to ensure that customer goals are being met.
Chief Customer Officer
The Chief Customer Officer (CXO) is the highest-ranking customer experience role. This executive-level position works to ensure that customers have a great experience with the product or service, including onboarding and support. The CXO also sets strategies for developing relationships with customers, as well as overseeing customer feedback processes.
CX admins are responsible for managing customer information and data, as well as monitoring customer trends. They analyze customer data to identify areas of improvement and develop new strategies for increasing customer satisfaction.
New Customer Experience Roles
Along with the traditional customer experience roles, there are also some new roles that have emerged in recent years to accommodate changing customer needs. These roles include:
CXO (Chief Experience Officer)
The CXO is responsible for overseeing a company's customer experience strategy and execution from start to finish. They take a holistic view of CX, working with teams such as product, marketing, and sales to ensure that all customer touch-points are consistent and effective. They also work with executive leadership to set overall corporate objectives related to customer service.
Customer Retention Leads
Customer retention leads are responsible for developing and implementing strategies to improve customer retention. This includes analyzing customer feedback on product features, identifying areas of improvement, and creating comprehensive programs to retain current customers.
Customer Lifecycle Managers
Customer lifecycle managers are responsible for managing the customer journey. This includes understanding customers' needs and expectations, as well as developing strategies to ensure that their experience is positive throughout the entire lifecycle of their product or service.
Director of Omni-Channel Customer Experience
The Director of Omni-Channel Customer Experience is responsible for developing and managing omni-channel customer experiences. This includes understanding customers' interactions with the brand across multiple platforms, as well as designing strategies to ensure a seamless experience for customers no matter where they come in contact with your company.
Director of Voice of Customer
The Director of Voice of Customer is responsible for collecting and analyzing customer feedback. They identify trends in customer feedback and use this data to develop strategies for improving a company's CX.
It's essential to structure your CX team correctly and make the customer experience a core part of your growth strategy. By doing so, you'll be able to improve customer retention, increase sales, and achieve long-term success. The roles and titles above are just a few of the customer experience positions that can help you achieve your goals. It's up to you to decide how you want to structure your team and which CX roles are right for your business.