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Bruce Bolger, Managing Director,
Enterprise Engagement Alliance
The Customer Experience
Director Dilemma
lthough I don’t actually have the statstcs to back it up, it This senior level executve is in charge of engaging customers at all
appears that more companies are creatng the positon of levels of the organizaton by helping to consistently fulfll the brand
ACustomer Experience Director. I believe this positon will promise at every point of contact. The ideal candidate will have
eventually be the critcal driver of Enterprise Engagement. experience achieving specifc customer engagement goals by addressing
all of the factors that afect the customer experience. This individual
Based on what we’re hearing, companies aren’t quite sure of the
qualifcatons for this new positon. Since it has never existed before, must have a frm grasp of marketng, human resources, analytcs,
what exactly should this person do? What kind of “experience” business processes and return-on-investment measurement, as well
should they have? Ordinarily, organizatons have guidelines for hiring as a demonstrable understanding of the human element involved with
diferent types of people that include background, training, job the customer experience. This positon requires strong consensus-
history, perspectve, but clear guidelines haven’t yet emerged for the building and people skills to unite consttuents across the organizaton,
experience in strategic planning, branding, communicatons, rewards
Customer Experience Director. & recogniton and integratng key engagement tools with all forms of
Stll, the need for this positon is vital. Organizatons can now assessment, as well as overseeing a staf of project managers to address
see more than ever the economic benefts of having engaged specifc internal and external audiences and objectves. The candidate
customers. By defniton, they buy more than other people; they’re preferably has personal front-line management experience dealing with Spark happiness.
ofen less sensitve to price; they regularly become advocates; customers with the ability to clearly artculate a strategy for connectng Spark happiness.
they sometmes even volunteer. But how do we actually engage a brand to the customer through the people who will deliver it…
customers? Where is it taught in schools? What science does one I’m sure you already see the problem. How many candidates come
rely on? What does it take to deliver a brand promise? Clearly, it’s to mind for that positon? It’s much easier to fnd someone qualifed to A positive attitude is the foundation for success. So kindle sparks of joy with Sony Rewards.
as much about people as it is about process, but ironically it’s the tackle the process element of the customer experience. How could it Your core team will be powerfully motivated by a broad range of Sony products. They’ll love
A positive attitude is the foundation for success. So kindle sparks of joy with Sony Rewards.
people part that gets overlooked. choosing from award-winning digital cameras, high-performance portable audio, extraordinary
be otherwise when, ironically, the process-focused management born Your core team will be powerfully motivated by a broad range of Sony products. They’ll love
The dirty litle secret is that while there’s a signifcant body of of the industrial revoluton is only slowly giving way to a new people- 4K Ultra HD televisions, and more. And that’s just what your company needs to spark the
choosing from award-winning digital cameras, high-performance portable audio, extraordinary
knowledge addressing all areas of customer engagement or what focused approach where organizatons embrace the people factor happiness that transforms ordinary employees into red-hot competitors.
4K Ultra HD televisions, and more. And that’s just what your company needs to spark the
consttutes the customer experience, some organizatons may not rather than try to minimize it? happiness that transforms ordinary employees into red-hot competitors.
have clearly defned the parameters to identfy precisely the right As a naton, we actually lack the kind of management with cross- sony.com/motivation | 1.866.596.4823
qualifcatons because there’s no clear framework defning what this
person does. All of the research related to Enterprise Engagement organizatonal and tactcal skills that’s required to truly address all of sony.com/motivation | 1.866.596.4823
indicates that connectng people to the brand is the defning element the factors that afect the customer experience, both internally and
of the Customer Experience, and that this requires a unique set of externally. There’s simply no way one executve can master all of the
qualifcatons all related to understanding the role of people (as well nuances of all of the engagement tools, but we at least need executves
as processes) in the customer experience. who understand their key features and how they can apply.
Here’s the ad for a Customer Experience Director the way we This is why major companies will inevitably have turn to outside
would defne the job based on all the research identfying what help from agencies or consultants that know how to address all of the
actually goes into maximizing the customer experience: factors involved with not just having a good customer experience, but
translatng it into botom-line results for everyone in the organizaton.
ESM
4 engagement strategies Vol.18 Issue 3
4 engagement strategies Vol.18 Issue 3
© 2014 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logo are trademarks of Sony.
© 2014 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logo are trademarks of Sony.
Bruce Bolger, Managing Director,
Enterprise Engagement Alliance
The Customer Experience
Director Dilemma
lthough I don’t actually have the statstcs to back it up, it This senior level executve is in charge of engaging customers at all
appears that more companies are creatng the positon of levels of the organizaton by helping to consistently fulfll the brand
ACustomer Experience Director. I believe this positon will promise at every point of contact. The ideal candidate will have
eventually be the critcal driver of Enterprise Engagement. experience achieving specifc customer engagement goals by addressing
all of the factors that afect the customer experience. This individual
Based on what we’re hearing, companies aren’t quite sure of the
qualifcatons for this new positon. Since it has never existed before, must have a frm grasp of marketng, human resources, analytcs,
what exactly should this person do? What kind of “experience” business processes and return-on-investment measurement, as well
should they have? Ordinarily, organizatons have guidelines for hiring as a demonstrable understanding of the human element involved with
diferent types of people that include background, training, job the customer experience. This positon requires strong consensus-
history, perspectve, but clear guidelines haven’t yet emerged for the building and people skills to unite consttuents across the organizaton,
experience in strategic planning, branding, communicatons, rewards
Customer Experience Director. & recogniton and integratng key engagement tools with all forms of
Stll, the need for this positon is vital. Organizatons can now assessment, as well as overseeing a staf of project managers to address
see more than ever the economic benefts of having engaged specifc internal and external audiences and objectves. The candidate
customers. By defniton, they buy more than other people; they’re preferably has personal front-line management experience dealing with Spark happiness.
ofen less sensitve to price; they regularly become advocates; customers with the ability to clearly artculate a strategy for connectng Spark happiness.
they sometmes even volunteer. But how do we actually engage a brand to the customer through the people who will deliver it…
customers? Where is it taught in schools? What science does one I’m sure you already see the problem. How many candidates come
rely on? What does it take to deliver a brand promise? Clearly, it’s to mind for that positon? It’s much easier to fnd someone qualifed to A positive attitude is the foundation for success. So kindle sparks of joy with Sony Rewards.
as much about people as it is about process, but ironically it’s the tackle the process element of the customer experience. How could it Your core team will be powerfully motivated by a broad range of Sony products. They’ll love
A positive attitude is the foundation for success. So kindle sparks of joy with Sony Rewards.
people part that gets overlooked. choosing from award-winning digital cameras, high-performance portable audio, extraordinary
be otherwise when, ironically, the process-focused management born Your core team will be powerfully motivated by a broad range of Sony products. They’ll love
The dirty litle secret is that while there’s a signifcant body of of the industrial revoluton is only slowly giving way to a new people- 4K Ultra HD televisions, and more. And that’s just what your company needs to spark the
choosing from award-winning digital cameras, high-performance portable audio, extraordinary
knowledge addressing all areas of customer engagement or what focused approach where organizatons embrace the people factor happiness that transforms ordinary employees into red-hot competitors.
4K Ultra HD televisions, and more. And that’s just what your company needs to spark the
consttutes the customer experience, some organizatons may not rather than try to minimize it? happiness that transforms ordinary employees into red-hot competitors.
have clearly defned the parameters to identfy precisely the right As a naton, we actually lack the kind of management with cross- sony.com/motivation | 1.866.596.4823
qualifcatons because there’s no clear framework defning what this
person does. All of the research related to Enterprise Engagement organizatonal and tactcal skills that’s required to truly address all of sony.com/motivation | 1.866.596.4823
indicates that connectng people to the brand is the defning element the factors that afect the customer experience, both internally and
of the Customer Experience, and that this requires a unique set of externally. There’s simply no way one executve can master all of the
qualifcatons all related to understanding the role of people (as well nuances of all of the engagement tools, but we at least need executves
as processes) in the customer experience. who understand their key features and how they can apply.
Here’s the ad for a Customer Experience Director the way we This is why major companies will inevitably have turn to outside
would defne the job based on all the research identfying what help from agencies or consultants that know how to address all of the
actually goes into maximizing the customer experience: factors involved with not just having a good customer experience, but
translatng it into botom-line results for everyone in the organizaton.
ESM
4 engagement strategies Vol.18 Issue 3
4 engagement strategies Vol.18 Issue 3
© 2014 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logo are trademarks of Sony.
© 2014 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logo are trademarks of Sony.
