Sage CRM Blog

5 key roles that drive an excellent customer experience

customer experience

By Matt Groom

It takes an entire company to deliver an amazing customer experience.

The new barometer of business success is customer experience.

And the companies that prioritise their customer’s point of view and experience at every interaction have an advantage over their competitors.

Companies that take a customer-centric approach to marketing, sales, and customer service are better able to nurture customers and translate their efforts into increased revenue and profit.

But it’s not as simple as telling your customer service teams to step up their game.

An outstanding customer experience is the responsibility of the whole company, and each department contributes an integral piece to its success.

Here are the 5 key roles that drive excellent customer experience:

1. Management

Great customer experience starts at the top.

Management isn’t just responsible for making decisions that drive your company forward — they also embody the priorities and behaviors that define your culture.

Since customer centricity is fundamentally rooted in company culture, it can only succeed as a company-wide strategy if it has support and buy-in from the top-down.

From there, management must provide employees with effective tools and access to collaborative systems that better enable personalised customer interactions and empower each team with strategic decision-making for growth.

2. Finance

The typical finance department doesn’t get direct face-time with customers, but they do work closely with sales and marketing to establish budgets and ensure strategies are working.

It’s their job to evaluate money coming in and out of the business and focus funds on efforts that ensure sustained growth and profitability.

Before your finance department agrees to allocate resources toward driving the customer experience forward, they’ll need to be able to see and analyse how these efforts impact the bottom line.

3. Marketing

Your marketing team is responsible for ensuring the brand and vision is represented in every campaign and point of contact.

If your company’s goal is a superior customer experience, then marketing is integral to developing the strategies that have the highest potential for success — both for customer satisfaction and profitability.

Effective marketing teams make full use of data gathered from every customer interaction and re-purpose it into personalised, trackable customer engagement — delivering the right message to the right people at the right time.

4. Sales

Your sales team is often the first contact your customers have so it’s critical to get it right.

All customer interactions generate a wealth of valuable data; sales teams who collect these insights and apply them can focus on high-potential opportunities, monitoring sales performance, and closing sales faster—within the scope of what each customer needs, when they need it.

5. Customer service

It’s a common misconception that customer experience begins with your customer service team. However, the customer service team must work alongside sales, marketing, finance and management teams. Your teams must listen to the voice of the customer and use what you hear to provide better customer service.

Superior customer experience — and your team’s ability to address issues and problem-solve — is what happens when these key roles work together. 

Bringing it All Together With CRM

A successful customer experience hinges on your team’s ability to collect the insights they need to drive the overall strategy.

The best way to achieve this is with a CRM solution that provides you with better insight into how your business is performing so you can make decisions faster.

For the finance department, this means having the visibility they need to drive profitability.

For sales it means more effective management of the sales process, from initial lead through to close of sale.

Once each key role in the company commits to improving the customer experience, sharing insights empowers them to improve individual and group initiatives creating more productive and profitable customer interactions.