“If you fail to plan, you are planning to fail”, as Benjamin Franklin is supposed to have said. And this couldn’t be truer in 2023, as customer desires and expectations exist in a state of constant change. If you lack a plan to adapt to this change, you are planning to fail on meeting these expectations.
But there is no one-size-fits-all approach to developing a Customer Experience (CX) strategy; each business has its own DNA, and unique challenges to overcome. This paper acts as a guide for creating the ideal customer strategy – whether that means starting from scratch, making fine-tuning adjustments or going back to the drawing board.
Complete with case studies, this paper shares six principles that make up the foundations of a successful customer strategy. These include:
- Set yourself up for CX success with executive commitment, dedicated CX leadership and cross-functional governance.
- Understand where you are by assessing the current state of your organisation’s CX maturity and mapping your customers’ journeys – including their emotional and functional needs.
- Determine where you want to be, deciding on a compelling CX vision for the future, communicating this loudly both internally and externally, and creating a clear and agile CX roadmap to help you get there.
- Continuously monitor customer feedback through all the avenues by which they interact with your organisation to build a holistic view, paying special attention to the touchpoints that are most important to your customers. Choose the right technology to analyse this feedback and continuously improve your experiences using CX Service Design.
- Be people first. Secure employee buy-in by aligning your CX and Employee Experience (EX) programme initiatives, and proactively encouraging your employees to share their perspectives on how to deliver a better Customer Experience through a Voice of Employee programme.
- Make data-driven decisions, measuring and managing Customer Experience with Key Performance Indicators (KPIs) linked to financial performance. Leading CX teams take the lead in driving increased customer retention, share of spend and advocacy; in driving operational efficiencies; in driving a Return on their CX Investment (ROCXI).
To find out more about setting up your CX strategy for success, download Rewiring Your CX DNA.