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Customer Experience Strategy

What is a customer experience strategy?

A customer experience strategy is a plan and system that you put in place to create and deliver positive customer experiences that inspire loyalty and advocacy. It involves creating great customer experiences across all touchpoints and interactions.

Your customer experience strategy should include and involve all departments in your organization, not just sales, and support. Your focus should be on aligning the entire organization towards improving your customer experience, not making it a siloed function.

Concentrate on creating seamless, frictionless experiences for your customers, across the channels that they prefer.

Why is it important to have an effective customer experience strategy?

If you don’t have a well-defined customer experience strategy in place, your customer experience will be random. And that is not something that you want to leave to chance.

Every time your customers interact with your business, you’re delivering an experience. The experience either makes them more likely to make a purchase, stay loyal, and advocate for you, or it can make them less likely to do that. You need to be in control of that experience as far as possible.

A customer experience strategy helps you take charge. It helps you understand your customers, their needs, behaviors, and expectations, helping you deliver the experiences that they are looking for.

A good customer experience strategy helps your entire organization become more customer-centric. It helps you align every department towards creating amazing experiences. 

It also helps you understand your customers’ needs and expectations and use that information to improve your products and services. That helps you acquire and retain more customers.

It even makes it easier for you to handle customer crises, because you now understand your customers on a deeper level. Your customers would also be more gracious in such a situation if you have been delivering great customer experiences consistently.

How to develop a customer experience strategy?

Here are the steps involved in creating an effective customer experience strategy.

1. Define a vision

You need to define a vision and a set of values that guide your customer experience initiatives. These should be communicated to your entire organization, across all departments. It should even guide your training and development initiatives.


2. Understand your customers

To deliver experiences that resonate with your customers and increase retention, you need to  get into their minds. You need to understand their needs, expectations, goals, and challenges in order to empathize with them and create a personalized experience.


3. Collect feedback 

Collect feedback from your customers. Not just about their overall experience with your brand, but also with regard to individual interactions. 

Engati’s chatbots and live chat offerings help you collect feedback seamlessly as soon as the interaction ends. 

Make sure not to simply collect information for the sake of collecting it. You need to analyze it and take action, otherwise, your customers will feel like you do not care about their opinions and challenges.


4. Focus on training

As your business evolves, so do your customers’ needs. You need to continuously train your agents and your chatbots to answer new questions and deal with new issues and challenges.


5. Map the customer journey

Customer journey mapping helps you understand the customer experience as a whole, but it also helps you understand experiences across individual touchpoints and interactions. It helps you identify gaps and areas for improvement.


6. Align initiatives with your vision

Analyze your CX initiatives and check whether they align with your vision, values, and guidelines. Don’t just go ahead with ad hoc initiatives, make sure it all fits into your strategy.


7. Measure everything

Measure the impact of your customer experience initiatives. Check whether you’re actually delivering experiences that match your vision. Tie everything to clear metrics.

You’ll also want to measure the results you are getting by creating positive experiences. You can look at metrics like your customer retention rate and your purchase frequency to get an idea of how you’re faring. If they end up falling short of your targets, you need to work on improving your experiences even further.


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Customer Experience Strategy

October 14, 2020

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

What is a customer experience strategy?

A customer experience strategy is a plan and system that you put in place to create and deliver positive customer experiences that inspire loyalty and advocacy. It involves creating great customer experiences across all touchpoints and interactions.

Your customer experience strategy should include and involve all departments in your organization, not just sales, and support. Your focus should be on aligning the entire organization towards improving your customer experience, not making it a siloed function.

Concentrate on creating seamless, frictionless experiences for your customers, across the channels that they prefer.

Why is it important to have an effective customer experience strategy?

If you don’t have a well-defined customer experience strategy in place, your customer experience will be random. And that is not something that you want to leave to chance.

Every time your customers interact with your business, you’re delivering an experience. The experience either makes them more likely to make a purchase, stay loyal, and advocate for you, or it can make them less likely to do that. You need to be in control of that experience as far as possible.

A customer experience strategy helps you take charge. It helps you understand your customers, their needs, behaviors, and expectations, helping you deliver the experiences that they are looking for.

A good customer experience strategy helps your entire organization become more customer-centric. It helps you align every department towards creating amazing experiences. 

It also helps you understand your customers’ needs and expectations and use that information to improve your products and services. That helps you acquire and retain more customers.

It even makes it easier for you to handle customer crises, because you now understand your customers on a deeper level. Your customers would also be more gracious in such a situation if you have been delivering great customer experiences consistently.

How to develop a customer experience strategy?

Here are the steps involved in creating an effective customer experience strategy.

1. Define a vision

You need to define a vision and a set of values that guide your customer experience initiatives. These should be communicated to your entire organization, across all departments. It should even guide your training and development initiatives.


2. Understand your customers

To deliver experiences that resonate with your customers and increase retention, you need to  get into their minds. You need to understand their needs, expectations, goals, and challenges in order to empathize with them and create a personalized experience.


3. Collect feedback 

Collect feedback from your customers. Not just about their overall experience with your brand, but also with regard to individual interactions. 

Engati’s chatbots and live chat offerings help you collect feedback seamlessly as soon as the interaction ends. 

Make sure not to simply collect information for the sake of collecting it. You need to analyze it and take action, otherwise, your customers will feel like you do not care about their opinions and challenges.


4. Focus on training

As your business evolves, so do your customers’ needs. You need to continuously train your agents and your chatbots to answer new questions and deal with new issues and challenges.


5. Map the customer journey

Customer journey mapping helps you understand the customer experience as a whole, but it also helps you understand experiences across individual touchpoints and interactions. It helps you identify gaps and areas for improvement.


6. Align initiatives with your vision

Analyze your CX initiatives and check whether they align with your vision, values, and guidelines. Don’t just go ahead with ad hoc initiatives, make sure it all fits into your strategy.


7. Measure everything

Measure the impact of your customer experience initiatives. Check whether you’re actually delivering experiences that match your vision. Tie everything to clear metrics.

You’ll also want to measure the results you are getting by creating positive experiences. You can look at metrics like your customer retention rate and your purchase frequency to get an idea of how you’re faring. If they end up falling short of your targets, you need to work on improving your experiences even further.


Thanks for reading! We hope you found this helpful.

Ready to level-up your business? Click here.

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