Chief Experience Officer Focus High-Touch Strategies
In the e-commerce Environment, Many Organizations Are At Risk
Many enterprises are missing the big picture. The more new technology systems (i.e. AI) that are used, the more of a "high touch" balance is needed to avoid the danger of eliminating the important element of "human reasonableness." AI is a high-risk technology. A healthy new technology "high touch" balance equals a competitive advantage and a positive ROI. Maintaining a "low-touch" atmosphere ultimately results in lost revenue and ultimate failure.
The pandemic created a situation where personal interactions were discouraged. The best example was the move by fast food providers to eliminate the sit-down options for customers and encourage drive-throughs. McDonald’s went to the extreme and made it a requirement post-pandemic to require its customers to enter their orders. At the same time, their menu options were expanded. A way too complex and time-consuming solution. This has driven customers away. That process, unless modified significantly, will slow the revenue growth of the company.
Although the increased use of technology is one way to lower costs, maximize productivity, improve service, and increase revenue and profit, technology often does not drive customers' service levels.
The more our society interacts electronically, the greater the likelihood for people to experience personal alienation, which could ultimately lead to an environment where computers make all the decisions and customers start to look for alternatives.
Role of the Chief Experience (CXO)
The Chief Experience Officer (CXO) is the executive responsible for the overall experience of customers, suppliers, partners, associates, and internal staff with an organization’s products and services. The individual drives the enterprise’s growth in the user experience arena. They oversee operations in all user experience sectors like marketing, image setting, mobile applications, social media, related technologies, virtual goods, as well as web-based management and marketing.
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