In case you haven’t noticed, your customers have all the power.

Customers have access to more options for finding information and fulfilling requests than ever before. Thanks to the World Wide Web, they can download competitive white papers, subscriptions, freemiums, and reviews at the tap of a button. In fact, most customers will have completed 57% of the buying process before engaging with you directly. It’s an unfair advantage—and no reasonable amount of marketing, sales and technology will correct this imbalance unless you’re willing to put your customers’ needs before your own.

Make it easier and they will come. At every step in their buying journey, customers have goals to reach, problems to solve, and deadlines to meet. They don’t have time to wait for a reply call or the patience to navigate a slow, non-intuitive website. If you can’t give them what they need quickly and gracefully, customers will click elsewhere to someone who will. CX does more than simply deliver exceptional service: CX creates a friction-free brand experience from start to finish. 

CX isn’t hard. But it isn’t a walk in the park. Whether it’s a landing page, a sales presentation, or service call, customers expect consistency with each interaction. Unfortunately, the likelihood that these touch points are managed internally by the same team is highly doubtful, which is why mature businesses have been slow to embrace CX. Coordination between internal teams can sometimes be challenging and time consuming. Fortunately, a study by Bain & Co found that industry NPS (Net Promoter Score) leaders who have embraced CX experienced growth nearly 2x that of their peers over a comparable period of time. Take that data point to your CFO. Maybe it’s time to try a different strategy. Listen to your customer—and talk to us.