CX Manager vs. Customer Support: What’s the difference, and why you need both

You’re probably already aware that customer support is important for digital companies.

According to Entrepreneur, great customer support strengthens your company’s brand, opens doors for partnerships, and increases retention — which is 5 times more profitable than acquisition. 

However, e-commerce and software companies have a slightly different, additional challenge on their hands.

Your potential customers can easily research and even test-drive all of their options before purchase. Meaning they easily switch to the competition after purchase if left unsatisfied. Unlike in brick-and-mortar business, you must consider the entire customer journey in order to attract and retain customers.

That’s the job of a customer experience manager.

In this article, you’ll discover the purpose of an independent Customer Experience team and evaluate whether your company needs one now. 

The unique role of a CX manager

In e-commerce and software, the competition is always just a few finger-taps our mouse clicks away. Online businesses must work to build loyalty and trust even before prospects become customers. Otherwise, you risk customers churning out for something “easier.”

Accomplishing this requires special attention from the first brand impression all the way through purchase and usage. A CX manager does just that. They assume responsibility for reading the market and connecting with customers through a positive experience with your online brand, start to finish.

Customer Support vs. CX Manager Responsibilities

According to a recent CX survey ran across 100+ digital companies, the multiple departments within a company would have customer experience related activities at hand. And support is in the lead, meaning most companies still rely on them to move the needle for CX.

Interestingly, a surge of VoC (voice of customers) teams can be seen on the horizon. Especially in B2C companies, the strategy and ownership of customer experience clearly has a different value than support and operations. Hence 56% of the companies have established independent CX teams to tackle that.

What exactly are CX manager’s responsibilities? Why do many companies expect the customer support team to step up to these functions?

Here’s a simple comparison:

Customer SupportCustomer Experience Manager
– Answer questions about terms of sale
– Assist customers to understand the usage of the product
– Establish communication channels between the company and customers
– Remove obstacles for customers to fully experience the brand and product
– Support order placements or cancellations
– Resolve customer complaints
– Cancel or upgrade accounts
– Ensure customer satisfaction
– Build customer relationships
– Assist with refunds, or exchanges

– Analyze customer interaction data to optimize the customer experience
– Enhance customer loyalty

As you can see, a customer experience manager’s responsibilities are more overarching than those of customer support.

Why E-Commerce and Cloud Software Companies Need Customer Experience Managers

How can an e-commerce or software business know whether it needs a customer experience manager? Consider these signs:

Is your company having trouble…

…converting leads into customers?

…managing multiple communication channels?

…smoothly transitioning customers from marketing to sales, and sales to customer support?

…identifying why customers are churning?

…getting feedback from customers and data about customer usage?

If so, it may be time to hire a customer experience manager who can take ownership for overseeing and improving the entire customer journey.

CX Managers care for the entire Customer Journey

What is the customer journey? Different businesses label it differently. However, for the purpose of understanding how a CX manager operates, the main phases of the journey are first impression, consideration, purchase, usage and loyalty.

During the first impression phase, marketing creates “need generation” and a “trigger” to attract potential customers. 

Then, customers consider the product and evaluate their options. E-commerce has a unique challenge here; whereas customers standing in a store are more likely to simply make a purchase, online customers can easily shop around. So it’s the CX team’s job to ensure a superior experience. 

When a purchase is made, sales and marketing have done their job. But the work of retaining the customer in a competitive market isn’t over. 

Tools for CX managers

Usersnap is a customer feedback tool to help measure customer satisfaction and collect qualitative feedback, and enables advance collaboration and management capabilities to make the voice of customers actionable.

“Usersnap helped us shorten the customer support cycle and thus plays an important role in maintaining and improving the usability of our product.”

Joscha Feth, Canva

Try it out free for 15 days.

Ashley Cheng

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