With Customer Centricity Conference 2017 just a few weeks away, Ambition Data CEO and Founder Allison Hartsoe talked with conference speaker Tiffani Bova, Global Customer Growth and Innovation Evangelist at Salesforce about the difference between customer experience and customer centricity.
Customer Growth and
Why is Customer Experience the new battleground?
Regardless of industry, customer experience is now a top priority for the C-Suite. It is an area where companies are beginning to understand the influence that customer experience has on both top line and bottom line revenue. Brands are leading with the experience messaging through customer stories and encouraging advocacy across all of the various social channels.
In a recent Forbes interview you said that there is a lot of discussion today about owning the Customer Experience or what you call CX. Is that the right question?
The gap between sales and marketing is getting bigger, partly because many C-Suite executives are getting caught up in “who owns the customer experience.” I believe this is the wrong question. It matters less who owns CX and more who executes on it. Everyone in an organization executes on CX. If you have execs who are still worried about what they own, then the silos between internal organizations will continue to be a hindrance to a customer-centric culture.
What makes Customer Experience different from Customer Centricity?
Customer Experience is externally focused: A customer has an experience with a brand, and the intentional and unintentional decisions a brand makes will impact that experience. Customer Centricity is an internal company philosophy. A company that is customer centric puts its customers at the center of all of its decisions. The customer is the true north of the brand. If a company’s employees do not buy into that notion of being customer centered, it is much more difficult to deliver a consistent and compelling customer experience.
How did you become an authority on Customer Experience and Customer Centricity?
I was a sales, marketing, and customer service executive for over a decade, which gave me a first-hand look at the benefit a strong customer experience has on the lifetime value of a customer. That philosophy was further validated during the 10 years I was a Distinguished Analyst and Research Fellow at Gartner advising the largest technology companies in the world on Go-to-Market, sales transformation, and growth strategies.
You are speaking at Customer Centricity Conference 2017 on May 10. What makes this conference different from any other conferences?
This conference has the opportunity to break down the walls and begin to have the necessary dialogue around customer experience becoming something to which the entire company aligns, with proper metrics and organizational support.