{"id":11942,"date":"2021-07-21T12:04:00","date_gmt":"2021-07-21T10:04:00","guid":{"rendered":"https:\/\/usersnap.com\/?p=11942"},"modified":"2025-04-13T03:04:05","modified_gmt":"2025-04-13T01:04:05","slug":"cx-manager-vs-customer-support","status":"publish","type":"post","link":"https:\/\/usersnap.com\/blog\/cx-manager-vs-customer-support\/","title":{"rendered":"Customer Experience Manager Vs Customer Support: Why You Need Both?"},"content":{"rendered":"\n

You\u2019re probably already aware that customer experience manager and customer support are important for digital companies. <\/p>\n\n\n\n

However, SaaS, software, and e-commerce 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. Sounds like a challenge to you? Then let’s jump in.<\/p>\n\n\n\n\n\n\n\n

Quick tangent: if you need a more holistic approach to customer feedback, check out our ultimate guide to customer feedback<\/a> straight away.<\/strong><\/em><\/h5>\n\n\n\n

Ok, back to the article \ud83d\ude0a! According to Entrepreneur<\/a>, great customer support strengthens your company\u2019s brand<\/a>, opens doors for partnerships, and increases retention \u2014 which is 5 times more profitable than acquisition. <\/p>\n\n\n\n

For software, e-commerce, and SaaS brands however, unlike in brick-and-mortar<\/a> businesses, you must consider the entire customer journey in order to attract and retain customers. <\/p>\n\n\n

\n
\"Website<\/figure>\n<\/div>\n\n\n

That\u2019s the job of a customer experience specialist<\/a>.<\/p>\n\n\n\n

In this article, you\u2019ll discover the purpose of an independent cx manager responsibilities and evaluate whether your company needs one now. <\/p>\n\n\n

Try Usersnap for Customer Engagement<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n

<\/p>\n\n\n\n

The unique role of a customer experience manager<\/h2>\n\n\n\n

In e-commerce and software, the competition is always just a few finger-taps our mouse clicks away. Both software and e-commerce companies<\/a> must work to build loyalty and trust even before prospects become customers. Otherwise, you risk customers churning out for something \u201ceasier.\u201d<\/p>\n\n\n

\n
\"Pie<\/figure>\n<\/div>\n\n\n

Accomplishing this requires special attention from the first brand impression all the way through purchase and usage. A customer experience specialist 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.<\/p>\n\n\n\n

Customer Support vs. Customer Experience Manager Responsibilities<\/h2>\n\n\n\n

According to a recent CX survey<\/a> 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.<\/p>\n\n\n\n

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

\"CX<\/figure>\n\n\n\n

What exactly are the CX manager\u2019s responsibilities? Why do many companies expect the customer support team to step up to these functions? <\/p>\n\n\n\n

Here\u2019s a simple comparison:<\/p>\n\n\n\n

Customer Support<\/strong><\/td>Customer Experience Manager<\/strong><\/td><\/tr>
Pre-purchase<\/strong>
– Answer questions about terms of sale
– Assist customers to understand the usage of the product<\/td>		– Establish communication channels between the company and customers
– Remove obstacles for customers to fully experience the brand and product<\/td><\/tr>
Purchase<\/strong>
– Support order placements or cancellations
– Resolve customer complaints
– Cancel or upgrade accounts<\/td>		– Ensure customer satisfaction
– Build customer relationships<\/td><\/tr>
Post-purchase
<\/strong>– Assist with refunds or exchanges<\/td>
– Analyze customer interaction data to optimize the customer experience<\/a>
– Enhance customer loyalty<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

As you can see, a customer experience manager\u2019s responsibilities are more overarching than those of customer support.<\/p>\n\n\n\n

Why SaaS and E-Commerce Need Customer Experience Managers<\/h2>\n\n\n
\n
\"\"<\/figure>\n<\/div>\n\n\n

How can an e-commerce or software business know whether it needs a customer experience manager? Consider these signs:<\/p>\n\n\n\n

Is your company having trouble\u2026<\/strong><\/p>\n\n\n\n

…converting leads into customers?<\/p>\n\n\n\n

…managing multiple communication channels?<\/p>\n\n\n\n

…smoothly transitioning customers from marketing to sales, and sales to customer support?<\/p>\n\n\n\n

…identifying why customers are churning<\/a>?<\/p>\n\n\n\n

…collecting customer feedback<\/a> and analyzing data about customer usage?<\/p>\n\n\n\n

…optimizing and measuring the value of customer experience<\/a>?<\/p>\n\n\n\n

\"Use<\/figure>\n\n\n

Try Usersnap for Customer Engagement<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n

<\/p>\n\n\n\n

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

Care for the entire Customer Journey<\/h2>\n\n\n\n

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

During the first impression phase, marketing creates \u201cneed generation\u201d and a \u201ctrigger\u201d to attract potential customers. <\/p>\n\n\n\n

Then, customers consider the product and evaluate their options. E-commerce<\/a> 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\u2019s the customer experience manager to ensure a superior experience. <\/p>\n\n\n\n

When a purchase is made, sales and marketing have done their job. But the work of retaining the customer in a competitive market isn\u2019t over. <\/p>\n\n\n\n

Tools for CX Specialists<\/h3>\n\n\n\n

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.<\/p>\n\n\n\n

\n

“Usersnap helped us shorten the customer support cycle<\/a> and thus plays an important role in maintaining and improving the usability of our product.”<\/p>\nJoscha Feth, Canva<\/a><\/cite><\/blockquote>\n\n\n\n

This article was brought to you by Usersnap \u2013 a customer feedback, screen recording, screenshot, and bug tracking tool for ever SaaS company<\/a>. Try it out for free with your team now, sign up for a 15-day free trial<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

You\u2019re probably already aware that customer experience manager and customer support are important for digital companies. However, SaaS, software, and e-commerce 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. Sounds like a challenge to you? Then let’s jump […]<\/p>\n","protected":false},"author":47,"featured_media":11943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"ub_ctt_via":"","footnotes":""},"categories":[841,806],"tags":[],"class_list":["post-11942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-feedback-ultimate-blog","category-customer-support-blog"],"acf":[],"featured_image_src":"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2020\/07\/CX-Manager-vs.-Customer-Support_-The-difference-between-them-and-why-you-need-both.png","author_info":{"display_name":"Ashley Cheng","author_link":"https:\/\/usersnap.com\/blog\/author\/ashleycheng\/"},"yoast_head":"\nCX Manager + Customer Support: Use Both!<\/title>\n<meta name=\"description\" content=\"The customer support and customer experience manager have distinct differences you need to succeed in your SaaS. 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