In the current era of digitalization, providing excellent customer experiences has become more difficult than ever. Customers now engage with companies through various channels such as chatbots, social media, email campaigns, and review sites, making it harder to create a seamless and consistent experience.
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GLOThe article published on HBR discusses the importance of cross-functional collaboration in improving the customer experience, as companies adapt to the digital-first, omnichannel environment. The article cites DoorDash’s employee program as an example of cross-functional collaboration, where employees are required to participate in food deliveries to understand customer needs better. The article also discusses the need for tight feedback loops between customer experience and product teams to give life to better customer experiences. The article further notes that investing in new technologies is not enough to create great customer experiences, and it is essential to involve cross-functional teams in the development and implementation of new technologies.
