As more and more marketing pros seek to add this skill to their toolkit, advice from one of the leading minds in the field, Brian Solis, can help.
I met Solis, a former public relations and digital media executive, a year ago. My blog post about our conversation, Is Customer Experience the Next Killer App? was one of the most widely shared, liked and tweeted blogs that I have ever written. Since then, marketers are chiming-in everywhere you turn about improving CX.
I was talked to Solis again while he traveled to one of his worldwide speaking engagements discussing CX, and gathered more insights. Here are three main ways that Solis says PR and marketing pros can improve customer experience:
1. Uncover points of friction.
The first step is the most difficult. It requires that you recognize that customers’ experiences could be improved and requires you (and others) to step outside of your roles and collaborate to bring about sweeping change. But, it can start with small steps.
Any employee or manager can address customer experience by looking within their domain—whether it is sales, marketing, product development or customer service.