As marketers, when we think about Customer Experience (CX) Strategy, we often think of it from the top-down. For example, how do our business strategy and guiding principles shape our CX strategy and how is that being communicated throughout every part of the organization?
Lately, I’ve been challenging myself to flip this upside down.
Instead of thinking about CX as something solely directed from the top down, we need to make sure we are gleaning valuable insights from the people who are the direct interface between the brand and our customers. They have a unique pulse on the state of CX at the company and are a good indicator if leadership’s vision of CX matches the reality on the ground.
We need to have internal communication flowing in both directions: top down and bottom up. That’s how we’ll achieve a complete picture of the state of CX in a company.
Here’s a look at how we’re putting it all together at AGI.