As CX leader Milista Anderson sees it, having a Customer Experience department is a disadvantage. Unless everyone in the company understands they are responsible for the customer experience, the customer's experience is in jeopardy.
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Anderson explained that assuming a dedicated CX role means taking on three personas: A teacher, a preacher, and a screecher. In other words, creating better CX requires a leader to teach others about what great customer experience looks like, preach the message over and over in order to begin the companywide shift, and “screech” loudly enough to create change.
“I don’t have a customer experience team behind me, and I don’t want one,” Anderson said. “I would rather create evangelists out of everyone else in the organization than to have a full customer experience department.”
In pursuing better customer experience as a company leader, Anderson stressed the importance of forming relationships throughout every part of the company.