Building a CX team from the ground up? Here's how to get started

Ashley Sava

June 4, 2020

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If your organization doesn’t have a team dedicated to customer experience, it might be time to build one. While everyone in your organization should want to provide good customer service, having a team focused on cultivating good customer experiences can elevate your company. 

Having a team in place that considers and can influence all of the touchpoints along the customer journey is major for businesses focused on acquiring and retaining customers. These teams look at each stage of the customer journey, analyze customer feedback, the interaction with your brand, and work to encourage customer loyalty. 

In companies experiencing fast growth, the customer journey includes the work of the marketing, sales, design, service, and product teams. You don’t want the customer experience to stay just a concept. You need a plan that serves real people. A team dedicated to customer satisfaction can do this. 

Building a CX team: The skills you need

Your team should be cross-functional and consider the entire customer experience, with each touch point thought of through the customers’ point of view. So, let’s start building a CX team. Who’s on it?

CX Team Lead:

Your CX leader should be someone who knows the ins and outs of the business and all there is to know about the product. They focus on creating a customer journey free of friction

Customer Service:

Supporting the customers throughout their experience with the product/service. This team serves as the backbone of your CX team. They often work in customer facing roles and are the people that your customer interacts with most.


Your customers may not ever see the marketers, but they do interact with their work. Marketers create content geared for customers, as well as help cultivate a community of customers.

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Your product design and product functionality become key parts to great CX. Your product team should take customer data into consideration when prioritizing and implementing product development and improvements.

It’s essential to connect the customer experience with product development. You must adapt your product to customer needs. When you do make changes, your team must make sure  you communicate with customers  when changes and updates take place. This process requires the assistance of every one of the members of the CX team. 

Creating a vision for your customer experience 

While implementing a cohesive and consistent experience for customers is likely the goal of most businesses, figuring out how to improve the existing products or services, collaborating on new ideas, and starting up a two-way dialogue with users will help bring specifics on the vision to life.

Consider the following:

  • Can we consolidate our processes, systems, or approaches to better the customer experience? Mapping the customer journey will help you understand things from your customers’ shoes.
  • Is the messaging, tone, and branding in line with what we hope to deliver to our customers?
  • Are we using the best tools and mediums to create the ultimate workflow among our team members?
  • Are we getting enough feedback from our customers and is the way we gather that feedback effortless?
  • Users, brands and employees must all be on the same page for this to be effective. Anyone in the entire organization should be able to talk about the product or service updates in a way that proves customer value.

Customer journey considerations 

Think about the entire cycle as it works inside the team. For example, when customers communicate what they want from the organization, the product team must fill the wants, the new feature must be communicated externally and internally by marketing, a development roll-out within the product development team needs to take place and customer training should ensue. 

Designers, marketers, product teams and support staff must follow an end-to-end cycle to deliver the best customer experience. Product must communicate to marketing and support them on how they should position or support users. Marketing should inform the product team on how they are promoting the products and services. Support should share customer comments, doubts and wishes with marketing and product. Design should work with product and marketing to offer consistency and clarity throughout the customer experience. 

Consider that the same person who talks to your sales agents will also talk to a support representative or follow your organization’s social media profiles. The experience should feel no different to the customer no matter who they are speaking with inside the business. 

Align your CX team with your company values

The experience you offer your customers needs to align with the values of your company

Whether the interaction is through advertising, product use, recruitment, service, or supplier relations, double-check that it is a reflection of the business vision and values that your business preaches. 

Make sure the members of your CX team are ambassadors of your brand by holding relevant workshops, lightning talks, and frequent social media training. The strength of your entire company’s understanding of the customer journey and experience should bloom from the expertise of your CX team.

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