Business-to-business software as a service (SaaS) companies are rushing to dedicate resources and specific teams to improve the customer experience (CX). In fact, 80% of customer success teams have grown in the last year (Totango).
The problem is, customer experience issues usually don’t lie just in one department, like sales, or product.
If you do a quick search on LinkedIn to find the titles of people involved in customer experience, you’ll find a range of departments and titles, speaking to this unique problem: CX teams have to address challenges that come from across the company, and it’s not often clear where to start.
Your team of customer success managers (CSMs) and support agents could be the hardest working, most personable people ever, and your customers may still be unhappy. The point is, it’s often a mixture of departments and processes that come together to create a poor or great customer experience.
With such complex challenges, it can be a painstaking task to try to create a plan of action or adopt new tools to support your customers better.
But one approach to solving this company-wide challenge is to pursue customer engagement, by connecting your customers to each other and to you in an online community.