Have CX Professionals Finally Hit the Mainstream?


Carolyn Hall

Carolyn Hall

Author Bio

An established member of the Confirmit team, Carolyn plays an integral role in promoting Confirmit’s world leading solutions for Voice of the Customer, Voice of the Employee, and Market Research programmes to its global customer base. Confirmit is dedicated to ensuring that its solutions deliver business change and value and Carolyn is instrumental in sharing best practice and thought leadership with customers, partners and the analyst community.


Author Bio

A statistic caught my eye this week. An article on MyCustomer.com quoted a recent piece of research by the Mando Group, which shows that 69% of UK businesses now employ a senior-level customer experience professional.

That’s an impressive number, and while it’s only from a small sample, it certainly shows that CX is becoming far less of a niche position, and coming into its own as a recognised profession. This is important, because for a long time, it’s often been seen as little more than an initiative from marketing, customer service or even customer insight, and the one thing that really undermines any CX initiative is being siloed.

In many ways, the shift isn’t surprising. After all, it’s well recognized that in many industries now, customer experience has become a key playing field, with prices and even product or service features being increasingly hard to use as differentiators. Even in markets where products do stand entirely on their own merits, customers’ expectations have increased, so while customers may stick with a business that offers poor experiences, the cost of servicing those unhappy customers, and the risk of damage through negative word of mouth, remain a risk that smart businesses are reluctant to take.

Another factor which is likely to be helping is the increase in the number and influence of industry bodies and associations who support CX professionals. The CXPA, for example, has run a lot of successful events over the past few years, and I think the opportunity to interact and learn from other, similarly-focused people, has helped to give CX professionals more confidence and information to push the ever-emerging best practices within their own organizations.

There’s still a way to go before there’s a clear CX career path within all businesses, but there really does seem to be some momentum gathering now. Perhaps in a perfect world, the business of the customer experience would be so ingrained within a company, that dedicated teams wouldn’t be necessary. But I don’t think we’ll be there for a while yet.

In the meantime, if any universities are looking to capture a new breed of business professional – they might want to look at putting CX on the curriculum. I can think of a few outstanding guest lecturers!



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