Why You Need to Listen to the CX and Digital Pros at Your Company

September 14, 2016 Jiordan Castle

Have you ever had a day at work when you’ve looked around the room and realized that your office resembles a scene from The Breakfast Club? On the surface, you have IT brains, outgoing marketers, serious finance folks… all sitting together under one roof (whether literally or figuratively). We expect certain skills and personalities from certain teams for good reasons, but also for some unfounded ones. And if we aren’t careful, we can miss out on key resources in unexpected places.

As Adrian Swinscoe writes for Forbes, many companies claim to be “doing” digital these days. Swinscoe says, “But, when you scratch below the surface, you find that ‘doing’ CX or UX or digital means that a project team may have been established, a customer journey mapping exercise may have been undertaken, and they have a mobile app in development.” This can marginalize CX, UX, and digital experts within your company. Relegating CX or digital initiatives to the sidelines as singular projects rather than strategic components of your company undercuts the impact these talented individuals are capable of having on the business at large.


Help your workers reach new heights

Even as we move deeper into the digital age, many companies still view digital initiatives as good-to-haves. But in 2016 and beyond, digital is a must-have in your overall business strategy. Often, workers tasked with innovating on customer-centric parts of the business are assigned to one-off projects like mobile apps. Because CX and digital pros are generally brought in to invoke creativity in projects rather than the business at large, they tend to become typecast over time as creative-minded builders, rather than problem-solvers. Companies need both, and they have them in CX, UX, and digital workers; they just don’t always realize it. They don’t always take the steps to provide the kind of cross-functional collaboration necessary to facilitate a knowledge exchange between these workers and other teams across the business.

We see these  particular teams as helping create a better user experience. But in doing so, they’re doing something bigger — something that benefits your bottom line; they’re saving time and money — for your employees and your customers. The lesson here is to empower and enable your CX, UX, and digital masterminds to work on filling gaps in your business and solving underlying (or obvious) problems; don’t quarantine them in the land of new ideas. It’s a good place to visit, but it’s not where anyone should live full-time. You want problem-solvers — workers who can build something from scratch, but also roll up their sleeves and pitch in where the problem spots are.

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