Q: What is a customer experience team?
A: The people throughout all levels of an organisation that are responsible for creating, maintaining, and improving the customer experience.
Customer experience team roles are more diverse than you might imagine. And each role – no matter which business level it sits in – has a key part to play in creating high customer satisfaction and great experiences.
So, what are the common customer experience team roles, and what do they entail?
The C-level customer experience team roles
The C-suite holds the head honchos of the customer experience team. These CX employees operate at the very top, alongside other well-known leadership roles like the CEO and CIO, for instance.
1. CCO – Chief customer officer
A.k.a., VP of CX, VP of customer success
The chief customer officer is in charge of the customer experience team in its entirety. They look after everyone from frontline support agents to customer service managers — even (sometimes) to the sales team. The CCO oversees strategy changes and implementation. Their focus is to empower the team to help customers and build stronger customer relationships.
2. CXO – Chief experience officer
The chief experience officer monitors, manages, and optimises customer experiences at the executive level. CXOs have the power to drive change and progress. As they seek to do so, they hold customer interests at the core of their focus.
A CXO will work with all other customer service team roles, as well as other members of leadership, the product design team, IT — anyone that impacts the customer.
The management customer experience team roles are those that are slightly removed from direct customer contact. They look after your frontline team, oversee performance tracking, and have more focus on implementing initiatives that improve the customer experience.
3. Customer support manager
A.k.a., customer service manager, customer experience manager, customer success manager, customer support manager
A customer support/service manager’s role is the management of the customer service team. That is, the management of the representatives and supervisors that are communicating with customers. Customer support managers will track the performance of agents and manage conflicts that involve customers or agents. In short, they manage the day-to-day operations of the customer service floor.
4. Communications manager
Some customer experience team roles overlap with other departments. This is the case for the communications manager, who is a core part of the marketing department — but also has a CX role to play.
The communications manager’s job is to ensure all messaging — from mass emails to news releases to social media posts — aligns with the values of the business. This could include writing or approving the messages used by a customer-facing chatbot, for instance. Essentially, their job is to make sure the messages that reach people interacting with your brand are in line with the company tone of voice.
The communications manager role earns a space on this list because they’re responsible for the branded messaging that a customer receives throughout their journey. So, they significantly impact customer experience.
5. Voice of the Customer (VoC) manager
Planted solidly in the mix of customer experience team roles is the VoC manager. This manager’s duty is to use data, analytics, feedback, and reviews to generate intelligence about customers. The goal of this endeavour is to understand customer views and wants in order to improve the customer experience.
The VoC manager will use customer-led data to create strategies that improve satisfaction across the board. So, they’ll have a say in everything from automation uses, to digital marketing campaigns, to onboarding flows, and more.
6. CX operations manager
The operations manager is responsible for the way service is offered. For example, they’re in charge of bringing in tools such as new communications software, automation for databases, help desk suites, etc. They also coach the team on how to use these tools to boost their KPIs.
7. Quality assurance analyst
The quality assurance analyst ensures your internal guidelines, processes, and strategies are followed accurately. They promote best practice, looking for areas across the mix of customer experience team roles that can be optimised.
So, a quality assurance analyst will spend time reviewing performance data, reading through chat transcripts, listening to call recordings, and so on. As they monitor, they make sure processes are being followed. They’ll check messaging, from grammar to compliance. After, they will recommend training programs where areas of weakness are detected.
Frontline team members
They’re integral to any customer experience team. They aren’t in management roles. And they aren’t about overseeing the big picture. Rather, your frontline team members are the people that have direct contact with your customers.
8. Customer service representatives
A.k.a. call centre agents, customer service agents
The most common of the customer experience team roles – and the backbone of the team – is the support representative working on the frontline.
Customer service representatives interact with your customers day-to-day. They’re the people handling live chat enquiries, answering the phones, replying to emails. They’re the first port of call for your customers. Their job is to answer customer questions, solve problems, and provide the service that will inform their experience and satisfaction.
9. Tech support agents
Tech support agents are a subsection of customer support agents. Their job is to handle technical customer queries, not general FAQ. So, they’ll guide customers through installation processes, take feature configuration questions, handle queries about bugs, and so on. They’re crucial for tech-based companies. For instance, companies that offer technology-based products like software or hardware.
10. Customer support supervisor
A.k.a., customer service supervisor
Helping your agents is the customer support supervisor. These are the people that help the customer service manager support the team. They step in as second-line support when customers get upset or an agent is struggling. They may have more access rights or a deeper knowledge about the product. Likely, they would have started as first/frontline agents before filling a supervisory role.
Customer experience team roles
There are other fringe-case roles that you may find within the world of customer experience. However, these ten are the staples of a well-rounded customer experience team.
Whether they’re at the top level of a business, or chatting with customers day-to-day, every customer service team role is important. Every team member impacts the experience a business creates for its customers.