Although everyone in a company plays a role in the customer experience, the most important person is the person at the top of the organization who sets the stage for everyone else: the CEO. However, many CEOs shy away from investing in customer experience and instead focus solely on earnings, which can greatly hurt the customer relationship in the long run.
Because they don’t see the value of customer experience, many CEOs choose to focus on quarterly earnings reports. While proving your profits to shareholders is important, it shouldn’t be done at the cost of customers.
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However, some big names in the customer service world have recently been bucking the trend and showing how important it is to have bold leadership to change and improve the customer experience. Amazon CEO Jeff Bezos is the company’s biggest shareholder, which means he isn’t at the mercy of the board of directors. Bezos has big ideas for customer experience and strives to make it a part of everything the company does. Ever since Amazon’s early days, Bezos has brought an empty chair into meetings to show the significance of customers having a seat at the table. His strong leadership and willingness to take risks and make big investments in his customers is one of the reasons customer experience permeates throughout Amazon and why the company is consistently recognized for its superior customer service.
Similarly, JP Morgan Chase CEO Jamie Dimon has stated that companies shouldn’t even broadcast their quarterly earnings results. Instead, the push for progress should be within the company and involve all employees and customers. Moving away from published earnings allows CEOs to put more effort into strengthening their customer relationships.
So why aren’t more CEOs on board with customer experience? They are often so focused on the bottom line and reporting good results that nothing else seems to matter. After all, the better the company does, the better the CEO looks. However, more than revenue and quarterly projections, customers care about being listened to and taken care of. And just like any relationship, if you don’t spend time and money to nurture it, it won’t last. The same principle applies to customers—if you aren’t willing to invest time and money in improving how customers interact with your brand, they will likely take their business and relationship elsewhere.
CEOs have a lot on their plates, but there needs to be a major focus shift from money to customers. Executives need to understand the importance of the customer experience and jump into it with both feet by giving it the time and resources it deserves. With the CEO on board, a culture of customer satisfaction is much more likely to spread throughout the organization.
This article was written by Blake Morgan from Forbes and was legally licensed through the NewsCred publisher network.