CX in the Industry

Investing in Customer Experience training should be a priority, in practice this appears not to be the case which, according to Pennington “…is like investing in a set but not in the script, story or actors.” (Pennington, 2016)

Companies not investing in Customer Experience training are not just going to move backwards, they are going to accelerate backwards very quickly.

The customer has changed and the work that is needed to succeed against the competitor in ensuring the highest level of experience for the customer needs to improve.

The danger is that team members are not being effectively trained in the Customer Experience, including how to deal with the rising expectations of customers. One interviewee, who was particularly passionate about in-person CX Training pointed out that you cannot learn to drive a car online, and so clearly the irony of a computer teaching a person how to interact with another person is clear.experience for the customer needs to improve.

The changing ways of communicating post-Covid have created a further need for Customer Experience training as operators believe that the over-reliance on communication via telephone and QR codes has led to not just the industry, but society, now not knowing how to communicate with other people anymore. There has been such a lack of interaction that team members no longer know how to deal with customers face-to-face and the only way that this can be resolved is by training team members in the customer experience which will increase their confidence.

Research shows that the style of training has changed post-Covid. Prior to Covid, there was a good mix of both in-person training and e-learning, with Customer Experience training being delivered regularly in-person and e-learning being used for the less interactive training. However, e-learning does now seem to be the preferred choice for Customer Experience training.

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