Customer experience (CX) coordinators focus on improving customers’ experiences with a company and lead teams that handle customer experience-related tasks. These tasks include optimizing customer support, drafting CX strategies for management to implement, and creating a company presence on social media. Any area that falls under the domain of either internal or external CX can be the responsibility of a customer experience coordinator.
Customers interact with brands in multiple ways. They may see an ad on social media or a recommendation on a shopping site. Consumers may visit a brand’s website and receive a follow-up email. The number of channels continues to grow, making it difficult to have a comprehensive view of customer engagements.
Customer journey maps are designed as a visual representation of all potential customer interactions. They are intended to provide a complete picture of a customer’s journey. Whether the interaction is passive, such as viewing a TV commercial, or purposeful, such as calling customer support, it appears on a journey map.
How customers feel after interacting at each point on the journey makes up the customer experience. Because customers are more likely to do business with companies that provide a positive buying experience, organizations are focusing on the journey to ensure it is meeting expectations. Making and maintaining journey maps is part of a customer experience coordinator’s responsibilities.
Customer experience specialists are continuously monitoring, maintaining, and improving the customer experience by following best practices. They interact with customers and help internal resources improve customer experiences. Because of their focus, customers experience specialists need the following skills:
A critical skill for coordinators is the ability to put themselves in the customer’s position. They need to imagine what the customers are experiencing and what they are expecting.
Customer experience coordinators must have excellent communication skills as they will be talking, emailing, and chatting with customers, employees, and partners constantly. Their job is to understand what customers are trying to communicate when they aren’t even sure what they want to say. They then must translate that into terms employees understand.
If coordinators are to be successful, they must be able to interact at all levels of an organization. It’s essential that they communicate what is needed and why to all internal stakeholders. Without that commitment, any adjustments in customer engagements will be challenging to implement.
Creativity isn’t always thinking outside the box. Sometimes, being creative means finding ways to address customer needs from inside the box. For example, customer experience specialists may notice that customers move away from a specific product page within seconds of visiting the page. The specialists will then look at similar product pages and look at customer feedback. They may determine that the page layout failed to highlight the primary features consumers wanted from the product.
Based on their analysis, the specialists can take their recommendations for revising the page to their team. After approval, the change is implemented. Weeks later, they see an uptick in product sales, primarily because the product page meets the customer’s expectations.
Analysts collect, organize, and analyze data on the customer’s journey. They highlight friction points that need to be addressed or present results of customer feedback. Analysts also suggest other metrics to evaluate.
As an example, customer experience analysts want to collect data on how seamless the transfer is from a chatbot to a support representative. They want to determine if there are friction points in the process and where the customer transfer works smoothly. This is just one example of how customer experience analysts can provide insight to support data-driven decisions.
Not all CX coordinators must be analysts, but they do need to understand how to read and interpret data. They also must understand the value of data in learning about the customer’s journey. If they don’t, they may make decisions based on an isolated customer review or an individual customer experience.
Customer experience coordinators recognize that improving the customer journey is a corporate-wide effort. Although coordinators focus on the journey, others can provide valuable feedback, and many are essential to the customer experience. Having an inclusive mindset is a vital part of a customer experience professional’s toolbox.
In many ways, CX specialists are responsible for identifying and then fixing problems in the customer’s interaction with a brand. This effort requires problem-solving and project management skills. It requires the ability to achieve consensus across departments. Without collaborative skills, CX coordinators will have difficulty getting stakeholder buy-in.
Much of a customer’s interaction with a brand is through technology. Whether it’s a website or a mobile app, consumers are engaging by using technology. Customer experience coordinators do not need to be programmers or have a computer science degree. Still, they need to know what the technology landscape looks like when it comes to the customer journey.
According to Gartner, the top technology trends for improving the customer journey include:
A CX coordinator needs to understand how these technologies can play a role in enhancing the customer experience. For example, a chatbot could address some standard consumer questions about return policies or refund steps as a self-service option that users want.
Customer experience has become the dominant factor when it comes to consumer purchases. If the experience is not positive, consumers leave. A study found that 84% of consumers will leave a brand after three negative experiences, and 17% will leave after one. Unfortunately for companies, they will go without saying anything.
Tracking the customer’s journey requires more than a coordinator. It involves a team of CX specialists who can monitor the experience across all channels. A team needs people with skills in data analysis and technology. It requires individuals who are good at communicating with customers and staff. Personnel with project management skills are essential if cross-functional solutions are to be successful.