hiring cx teams who to hire first

Hiring Tips: Who Should I Hire First on My CX Team

Although Customer Experience has been around for a long time, hiring for CX has become a greater priority for executives and funding committees only in the last 5 years. With that shift comes the rise of the CX Team in the organizational structures of banks, insurance companies, consumer brands and B-to-B entities.

How to Build a CX Team

Within the CX Team, the Customer Experience Director (or Customer Insights Director) leads the charge. Let’s say this is your role in your organization. Typically, you are the company’s first CX hire, tasked with building a team from scratch. Likely, in that first year you have to assemble your CX Team, you have limited funding until you prove the value of investing more in Customer Experience efforts.

The pressure to demonstrate business impact and ROI quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.

Hiring without a Customer Insights Team in Place

The CX cycle begins and ends with Customer Insights ( the Voice of the Customer program). With no customer insights team in place, it is hard to know where to begin.  If that team does not exist, your first order of business is to set it up. If you only have funding for one hire, hire a customer insights expert to learn what is not working well for your customers and what measures you need to take to improve the customer journeys.

Hire a manager level professional with a strong analytical background who is not afraid of doing the grunt work in the beginning.  You will need strong insights to convince your leadership of the need for investment in CX.

Hiring with a Customer Insights Team in Place

Once you know the parts of the customer experience that need to be addressed, you can hire an operations person – preferably an internal hire. An operations person on your CX Team helps you learn why your organization is not able to deliver great customer experience. An operations person is also invaluable for change management.

This CX Team member knows how to “sell” the changes in procedures and processes to the frontline. He/she is also invaluable with testing and trialing new solutions in the field. I promise you this hire is not going to be afraid to stand in front of customers and try new ways of doing things. That’s the kind of power you want to bring to drive the customer experience changes in your business.

Hiring with Customer Insights and Operations Expertise in Place on Your CX Team

Once you have the two foundational pieces of customer experience – the insights and the frontline know-how – you can hire a Project Manager or a Program Manager. The size of your portfolio will determine whether you should hire a project manager or a program manager.

If you have scoped one or two projects and have sufficient funding for them, it may be better to start with a Project Manager. If you have a bigger mandate and a higher level of responsibilities, hire a Program Manager for your CX Team. You will need this person to run the funding and reporting of your efforts smoothly. He/she will also hold different parts of the organization accountable for their pieces of your CX projects.

Hiring when you Have All of the Above on Your CX Team

The next two recommendations may surprise you, but they are critical to a successful CX Team: a dedicated brand manager and a finance person. If you have the basic CX hiring in place, and you have significant budget and responsibilities, you need to start doing some internal and external PR. You also need to maintain your credibility with finance in order to secure future funding. To achieve these goals, you need to add a dedicated brand designer and a finance person to your team.

These two positions on the CX Team are the hardest to sell to senior leadership because they technically exist somewhere else in the organization. The key here is to show why these professionals need to be dedicated to your Customer Experience program. For your CX Team to succeed, you have a lot of creative to do. If you are a change agent for the brand you are servicing (as you should be), you have to tell stories to your internal stakeholders through internal PR as well as to external stakeholders and the media.

Your success depends on a brand designer and finance expert more than you may anticipate. When I did not have a finance pro on my CX Team, I ended up doing the finance role at night since I had that skillset from my previous life. That, of course, is not ideal.

Hiring members of the CX Team requires you to take a long view of customer experience design, execution and goals. Internal and external hiring for CX forces you to look at the short and long-term goals of your CX strategies, how to implement them for your customers and how to communicate them to the C-Suite.

As a result, CX hiring is another good exercise in doing CX right for your customers and for your brand.

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*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

call center tips cx

3 Call Center Mistakes You Are Making

Before we dive into this post, I urge all of us to stop using the term call center. 2018 brands should not have call centers. Instead, engaged brands of today need Contact Centers.

If you are still responding to your customers only by phone, you are failing to provide efficient, relevant and timely customer support. Even worse, you are abandoning people who sought your help and never got it. Their tweets are floating unanswered in cyber space. After more than an hour of holding time, they hung up on you. Now that this caveat is out of the way, here are the 3 most common questions I get about call center management.

How Do You keep call center agents motivated and engaged?

The call center agent role is daunting. This leads to high turnover and low employee engagement scores. If you are managing a call center, you are likely struggling to keep up employee morale, before you can even hope to offer exceptional customer service.

The solution to employee engagement and ultimately, exception customer experience starts with the hiring process. Motivation and mission-driven service begins with hiring the right people. If your call center is staffed with people who see their jobs as temporary or transition positions, those people will not stay. They also will not give the job – and your customers – all they have.

Design profile of WHO you want in your contact center. Be ruthless about your selection process. Hire based on values and attitudes, not on skills. Hire with CULTURE in mind.

I appreciate that this is easier said than done, but it is not impossible. You can do it. If brands like Zappos and Ritz Carlton can do it, so can you. We all read about the incentive games and payment for performance. These are tactics that help maintain a culture of caring. But if you do not hire the right people, these tools will not make an impactful difference.

What vendor do you recommend for automating call centers using AI?

It is amazing that no matter how often my peers and I say that technology is not the answer, call center managers still ask this question expecting a silver bullet in the shape of a vendor name.

I will say it again here: you can use any type of vendor and still fail. You can also build a chat bot solution internally and succeed. The key here is recognizing two things that get overlooked all the time: aggregating and cleaning data.

Aggregating and cleaning your data is the foundation of any AI solution. Without this step, no vendor can save you. Garbage in, garbage out is exactly the logic here. So pause the vendor conversation and call your IT partner to discuss how ready your organization is for a chat bot solution. Do you have unique customer IDs? Do you have a relatively accurate matching tools and algorithms that can be transformed into a dashboard that can either help your contact center agents, or can be fed into a chat bot to answer basic questions?

Then, gather your call agents. Ask them what they need to provide memorable service. Empower them to help by LISTENING to them and by co-creating THEIR solution, not the vendor’s.  If Fedex asked the call agent who could not change my delivery address what she requires to satisfy customers needs, I am sure that the ability to change addresses in real time would be on her list.

What locations for outsourcing call centers are best?

This is another great example of the quest for the silver bullet. If you can remember one thing from this post , remember this – location is not everything in contact center management – culture is. Yes, you can outsource your contact centers, but the more money you save on the hourly wages, the more your brand erosion is going to increase.

When you realize that your contact center agents are an extension of your brand, you will be able to convert call center agents into brand ambassadors. This is when you are leveraging this touch point into a retention vehicle. For that business transformation to happen, you do not need to relocate the team to “the best location for call centers.” You need to look for the cradle of your brand and hire the right people in that location. That way, you will have the right ingredients to build a solid support center staffed with passionate people who genuinely want to help. From there, the Wow Moments pop up organically.

Sign up for our newsletter to continue learning how to increase your skills and transform your organization! When you register now, you will get access to our whitepaper on how to go from CX Novice to CX Expert.

 

*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.