TJ Keitt, Principal Analyst
In the strictest sense, a CX technology portfolio can be defined as the tech tools directly under the CX organization’s control: customer feedback management systems, text analytics software, etc. But, as Principal Analyst TJ Keitt explains, nearly all the technologies your company uses — from supply chain software to back-office content repositories — play a part in CX. This is because a “customer experience” is the net sum of all interactions a customer has with your company.
In other words, CX performance (which is the remit of the CX organization) is, in part, determined by a slew of technologies under the remit of a slew of departments. In many cases, CX organizations aren’t even aware of technologies that affect the experience.
How can CX leaders contend with this complexity? Managing everything isn’t feasible (or advisable). Instead, CX organizations can thrive by doing what they do best: nurturing relationships. If your organization has been active for a while, you’ve likely succeeded in making life easier for other departments. For example, if a CX team improved customers’ self-service options, that work likely resulted in a welcome decline in service tickets to the tech help desk. The ensuing goodwill can be used to create conversations on help desk technology and how it can be used to generate better customer experiences.
Of course, CX teams need to have a certain level of knowledge to have informed and productive conversations about technology. Your team may already have that on hand, but if not, you may need to hire additional tech-savvy employees who can help build interdepartmental bridges.
For more information on CX technology, including a discussion of CX platforms, listen to the full episode. For a more comprehensive look at the intersection of technology and CX, register for CX North America on June 7–9, 2021.