To have a successful CX team means bringing onboard and engaging the right people in the right roles. Who exactly those right people are, will depend on the organisation, where the team sits under the organisation’s structure and how broadly you scope the function and responsibilities of the CX team. The CX team for a large bank is unlikely to look the same as the CX team for a niche eCommerce provider.
If a company is completely centred around the customer and improving the customer experience, theoretically everyone who works within that organisation could be considered part of the CX team or at least everyone in a customer-facing role such as sales, marketing or service.
In some organisations the team may be very small, involving only a couple of people, where the individuals in that team need to take on multiple job roles and have a diverse set of skills. On the other hand, the team may involve dozens of people all with highly specialised roles.
How you build your CX dream team all depends on the priorities and objectives you establish for the team.
Once you have decided what roles need to be filled, finding the right people to fill them can be a challenge. The roles can vary quite widely and encompass a range of skills sets that are constantly evolving. Writing job descriptions and requirements for jobs that have never existed in your organisation or your industry can be extremely challenging.
When hiring people for your ‘CX dream team’ Frazer advises, try looking for people who add new qualities and diversity. A diverse mix of voices leads to better discussions, decisions, actions and outcomes for everybody.
My advice to clients who are hiring CX teams is to look at culture add rather than culture fit. Find people who can contribute new qualities that positively impact on your team and help your business moving forward.
Frazer believes, just as CX professionals develop customer personas, you need to come up with team personas, she says,
One of the most important things Greg Curcio wants to know about potential team members is their motivation. He comments, One of the first questions I always ask is not just why they want to join the CX team but why local council. What’s their motivation? I believe if they are emotionally invested in what we provide the community then that carries a lot through difficult times.
In terms of CX things like empathy, motivation, enthusiasm, eagerness to learn and adaptability are likely to be far more important and useful than focusing on specific skills, or education or work backgrounds. As things are changing so quickly specific skills can become outdated very quickly.
