Why Non-Customer-Facing Teams Need Customer Experience Training

There is a common refrain (dare I say, excuse?) from teams who don’t see themselves as dealing with customers. They say: “But I’m in accounting/learning and development/logistics. So customer experience issues don’t really apply to me and my work.”

I beg to differ. And strongly!

First, what is this customer experience thing?

This may seem obvious, but we need to make sure we’re all talking about the same thing. Customer experience is often defined as the summary of interactions your customer has with your brand. While this is basically true, it’s also about what those interactions lead to. How does your customer feel about those individual experiences? And how do they feel about the entire end-to-end journey with your brand? This starts before they become a customer and often ends after they’ve left!

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