5 proven methods to create a CX strategy
You won't be able to offer excellent customer experience to your clients without a solid CX strategy. But what is a customer experience strategy, anyway? It is the detailed plan for all the processes within your company that will improve your customer experience and help improve your business.
How to create the best customer experience strategy? Here are five methods that will help you along the way.
Define your objectives
Before you start implementing specific practices, you need to decide where you want to go. What direction would you like your company to take? Where would you like your results to take you? What are the specific benefits you want for your customers? Answers to these questions will help define your objectives better.
Once you have the objectives mapped out, you will be able to move on to the next stage: securing the logistics. Consider the following questions. Do you have enough staff to take care of everything? Do you have enough financial resources for your day-to-day processes? What are the aspects of the work you don't have but need to have? How much will you need to invest in achieving the objectives?
Answers to all these will help you prepare the ground for the next phase.
Analyze your competitors
If you want to create the best customer experience for your business, you will need to check your competitors. It will help you understand your current position much better.
Your research should include how your competitors handle complaints, how they provide value, how well they have branded themselves, what new aspects they are introducing, and so on. Make sure to note down two essential elements: what they are doing well and what they should improve. When you identify these critical aspects, it will enable you to see where you are exactly and what you need to improve.
Refine your customer personas
You probably have customer personas already, but if you're just starting to create a CX strategy for your business – you may need to redefine your customer personas. Go back to the beginning and check how you initially approached customer personas. Are they the same people you want to address now and in the future? Is there anything you would like to add?
The most crucial aspect of CX is creating the perfect journey for the specific customer persona. Therefore, make sure that your customer persona – or personas – are detailed and created according to your business objectives. Remember: customer personas should not be perceived as abstract people,but rather as real people, with their wants and needs. The more accurate you make them, the better they will be, and it will reflect on your CX efforts.
Map out the customer journey
Once you have all the objectives clearly defined, your competitors analyzed, and your customer personas redefined, it's time to map out the customer journey.
The customer journey is the total of all the interactions your customers are expected to have, from start to finish. It can be a visual representation or a textual description, but you must describe each stage of the journey in depth. This will help you understand:
- Where your customers are coming from.
- How they are expected to behave during the purchase process.
- What the results are supposed to be.
A well-planned, detailed customer journey will help you improve upon all the touchpoints along the way.
Track your CX results
You won't be able to know whether your CX efforts yield tangible results unless you track your metrics. It's not enough to rely on random customer feedback and word of mouth. Mind you, it's great if you hear that the customers are satisfied with your business, but you need more than that to say that your CX efforts are genuinely effective.
You can easily trace your CX results by following the KPIs (key performance indicators); simply put, KPIs are measures of performance that you can further analyze. KPIs are helpful because they help you know exactly what to track, and you get to store them in your datasheets to compare them with previous and expected results. This will significantly facilitate the tracking of all your CX efforts, and you will know precisely whether you're making progress in offering premium customer experience.