Does your company have a CXO?
Jeff Mount
Do NOT hire a sales manager! Instead, we can help mid-sized companies grow via outsourced Sales Management using the SalesQB system.
The Customer Experience Officer role is one we see more and more in corporate America. The value of this role cannot be understated. For example, how many Americans are excited to go watch an hour long drama on television these days? Heck, many of them can't sit still through a half hour sitcom. Why is that? Easy - today's streaming entertainment, social media engagement, and even search engine results are customized to their liking on demand 24 hours per day. Some people do like the surprise of new ideas, shows, and entertainment but their patience to embrace this new experience is seriously limited. Like a child following a butterfly, they can pivot at any time.
Many of the tasks assigned to a CXO are very similar to those that are already being addressed by the Chief Revenue Officer, however, the CXO is most concerned about the impact of these tasks on prospective clients. Some of those tasks include:
You can see how the tasks are almost identical from a functional perspective, but meaningfully different in some ways. The customer journey addresses the algorithms of human behavior. The challenge with this task is many of us expect logical responses to stimuli. Sometimes that happens and we are all smiles about our sales funnel. Other times, the prospect flies away for no apparent reason. They are like a child who was focused and determined but then distracted and now following a butterfly. The good news is today's technology allows for a lot of automation to address these behaviors and remain prepared to offer a great experience, no matter where their attention pivots.
Personalization initiatives take an old idea (target marketing) and turbo charge it. Have you ever noticed Facebook knows your age? It knows who you likely know? It knows your political beliefs, favorite sports teams, and your taste in music. Today's devices are always listening and that information offers a lot of insights to prospective marketers. A good CXO will make this scary thought feel natural and welcomed.
Cross department collaboration will be critical as the lines begin to blur between marketing and sales, and even between customer service and sales. The CXO will certainly be tasked with training and coaching the people who wear different hats but who are on board with management's vision of the organization.
Automations that trigger quick response times to prospective clients and existing clients via email, SMS, or even conversational AI allow for increased efficiencies at all stages of the client life cycle. These automations can even be used as triggers for proactive engagement strategies that can, at worst, increase customer loyalty and, at best, lead to upselling opportunities.
Harnessing technology to increase the effectiveness of campaigns, manage automations, and even improve the statistical results of the social media experience has never been as easy as it is right now. Most of the technology you find today is simple to initiate, often compatible with other technology, and often delivers objective statistics as to its' effectiveness. It is because of this technology we no longer have to fear the consequences of a child who wanders behind the variable flight pattern of a butterfly.
Many companies attempt to create and sustain a feeling of community among their clients, and one that is admired by prospective buyers. A great CXO can build the foundation and manage the workflow necessary to create this sensational experience for their community.
If you are a solopreneur or a small-midsized business owner who feels all of this is just too overwhelming for you, reach out. Although I am not a CXO, I am a fractional Chief Revenue Officer who knows how to help you either bring out the best in one of your executives to fill this role or to help you bring on the right person for this role.
I can be reached at jeffrey@caddis.biz.
#sales #fractionalchiefrevenueofficer #cxo #socialmediamarketing #salesqb