Often it may seem Customer Experience Management is the preserve of large organisations with vast resources at their disposal, however this isn’t necessarily true and one of it’s key components customer feedback certainly isn’t, indeed some aspects of good CX it could be argued might be easier to achieve within a small businesses environment.
When you stop and consider one of the primary requirement of CX is for closed loop feedback, allowing management to continuously listen to customers by taking feedback at as many customer touchpoints as possible and then responding to this feedback and starting to anticipate their problems and needs, then advantage perhaps could be with the smaller organisations maintaining just a small number of close relationships. CXM is in its infancy and a tight definition yet to be formed, but it would be safe to say it is as much about strategy and a way of viewing your relationship with your customers as it is about technology. Large businesses turn to technology for a solution due to the vast numbers of customer relationships they maintain requiring this, and for these large corporations the systems investment can often be huge and solutions complex to achieve effective CX.
On the face of it this technology will give the large organisation a massive advantage over smaller companies, with software automatically analysing purchase history and feedback responses from customers and responding directly to the latter, but surely that cannot compare to the small business owner responding timely and with a personal touch, or when someone complains for example most people would much sooner have a response from someone of influence within the business, that can empathise and then perhaps bring about change rather than simply pacify.
A further advantage for the small business in terms of CX is if you think of the typical levels of management between the CEO of a large corporation and the end customer facing staff, and then compare that against the proprietor of a sole trader businesses for example who oftentimes themselves is customer facing. Unlike the CEO, the sole trader can get the feedback direct and then tailor the customer rescue response for example rather than have to follow a guideline or be shackled by a limit of authority in terms of what they can do. The small business also isn’t without the assistance of technology and too can now employ simpler low cost feedback schemes for VoC feedback on products and services, and so in conclusion by utilising these and by also taking the time to engage with customers direct as often as possible, it is possible that a small business could be much more successful achieving effective CX than many larger companies.