Here’s the biggest myth in customer experience: that hiring a CX Manager or rolling out a Voice of Customer (VoC) program is enough.
It’s not.
Those are tactics, not strategy. Tools, not transformation.
Customer experience (CX) isn’t something one team owns. It’s not a checklist. It’s a culture. One that touches every part of the business.
CX Is Everyone’s Job
Every team influences how your customers feel – before, during, and after they buy. Whether they stay or leave. Whether they refer you or warn their friends.
Let’s break it down:
- Sales sets the tone by shaping expectations.
- Marketing influences perception through messaging and brand promises.
- Product drives usability and how intuitive your solution feels.
- Operations controls how fast and smoothly you deliver.
- Support deals with issues and makes things right when they go wrong.
If these functions aren’t working together – truly aligned, not just communicating – your “CX strategy” is just window dressing. Customers will feel the disconnect.
Why It Matters
Research backs this up.
A McKinsey study found that companies with cross-functional CX strategies grow revenue three times faster than those without.
Why the jump?
Because aligned companies:
- Break down internal silos
- Deliver consistent, predictable experiences
- Understand that customers don’t care about your org chart, they care about how you make them feel
That emotional consistency, that reliability across touchpoints, that’s what builds loyalty and trust.
The Real Question
So here’s what matters most:
Is CX embedded in your culture, or isolated in a corner office?
Is your entire organization – not just one team – thinking about how to create a seamless, positive experience for your customers?
Or is your CX effort being carried on the shoulders of one person or one department, while the rest of the company operates on autopilot?
Because in today’s market, great CX isn’t a differentiator. It’s the cost of entry.