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Customer Experience Strategy

1. What is customer experience?

The customer experience (CX) is your customer’s perception of their experience they had with your brand or business.
CX is the outcome of every interaction a customer has with your business/brand, right from navigating the website to talking to the customer service support team and receiving the product/service they purchased.

2. What is the customer experience (CX) strategy? 

Customer experience strategy is a plan that guides your business to work on building healthy relationships with your customers.


Make sure to answer the 5 A’s of Customer Journey Framework as listed below:

Attract – What are customers attracted to and how are they informed of the service or product?

Accept – Does your customer consider you to be a reliable company to enter into purchases and other dealings?

Adopt – How does your customer interact with your website throughout their journey?

Amplify – Is your customer going to feel content at the end of the interaction?

Advance – How do you follow up with customers and maintain the current relationship?

3. How can a good customer experience be achieved?

  • Make listening to customers a top priority.
  • Use customer feedback to form an in-depth understanding of your customers.
  • Execute a system to help you collect feedback, analyze it, and act on it regularly.
  • Reduce friction and solve customers' problems and queries.

4. How is a bad customer experience primarily caused by?

  • Long waiting time.
  • Employees who do not understand customer needs.
  • Many unresolved issues and questions.
  • Too much automation and not enough human intervention in the mix.
  • Service that is not personalized.
  • Rude/angry and uninterested employees.

Ultimately, what counts as bad customer experiences in your business will be different and you will only learn about it after opening the door to customer feedback, and then work to reduce the influence of such factors.

5. 9 ways to create a great customer experience strategy

(i). Understand your audience & create buyer personas.

It is very important to understand your customers. Who are they? What are their motivations? etc
There are two ways to do it:

  1. Profile the kinds of customers your customer service team deals with every day. It is a great way to understand the customer’s requirements.
  2. Once you have the information, create buyer personas.
  3. Target customers according to their needs

(ii). Analyze the business’s mission, vision & processes.

Ask your business questions similar to these:

  1. What technology, customers, or processes are needed to fulfill objectives through the Customer Experience strategy?
  2. What are the gaps that exist between customer expectations and the experience they receive from the business/brand?
  3. How reliable are internal processes for supporting customers?
  4. Which other tools can be used to enhance customer experience?

(iii). Eliminate bad design early in the game.

User experience (UX) is fundamental. Website and app design along with customer experience design is crucial.

3 design tips for creating a great CX with UX:

  1. Create a consistent brand experience over all the channels like the company’s website, apps, email, and social media accounts.
  2. Eliminate irrelevant barriers and streamline the process to purchase. Make it simple to get the right information or service.
  3. Emotion factor. For example, include emoji faces, ranging from smiley to grumpy. You can ask customers to rate how they were feeling about their experience based on this scale. Accordingly, you can tell the reactions of the customers.

(iv).  Attend to customer needs & use feedback loops.

It is very important to create feedback loops:

  • Use post-interaction surveys, polls, and real-time feedback surveys, etc. Follow up with customers for more details.
  • Pay attention to what is being posted about the brand on social media platforms. This is where customers are mostly honest. You’ll hear customers telling you exactly what they expect.

(v). Research your competitors and create goals and objectives.

Analyze your competitors and the latest market trends to build a clear picture of what is going on in the industry/market. Use both internal and external tools. When you know where the improvement is needed, you can then use this to connect the gaps between where the brand is and where it is supposed to be. Create strategic goals and objectives to help when implementing a successful CX strategy.


(vi). Build systems for quick & effective resolutions.

Every stage in the customer lifecycle should have a support system in place.

Here are some ways to provide customer support:

  • Live chat platforms are convenient for customers who are browsing through your website and need help in finding something specific. It’s there for easy access when needed. A quick response time can improve the prospect’s perception of your brand and can even prompt a purchase.
  • With customers posting on social media platforms continuously, venting their frustrations, and on the hunt for information, it is very crucial to have a support executive active at all times monitoring the activities on the platform.
  • Traditional feedback forms still serve the purpose.

(vii). Incorporate a memorable brand personality.

Brand personality is like a framework that helps a company/ organization shape the way customers feel about the product, service, or mission. A company's brand personality extracts an emotional response in a specific consumer segment, intending to stimulate positive actions that benefit the brand.

(viii). Understand your customer experience metrics.

Focus on quantitative metrics:

NPS - Net Promoter Score gives you the percentage of your customers who would/wouldn’t recommend your company to their friends, family, or colleagues.

CSAT - Customer Satisfaction Score is a transactional metric that shows how satisfied customers are with their recent interaction with the brand. This is often a purchase or a customer service call.

CES - Customer Effort Score is a type of customer satisfaction survey used to measure the efficiency of service experience with an organization. It asks customers to evaluate the efficiency of products or services on a scale of ‘very difficult’ or ‘very easy’ to use.

(ix). Make use of technology & tools.

Companies are in a race to be at the top to follow the latest market trends, and also to adopt specialized customer-centric technology.

  • Engage with the customers across multiple channels, all in one place.
  • Increase customer engagement with automated messages customized to customers/visitors’ profiles.
  • Reduce churn with predictive analytics.
  • Measure your customer experience strategy quantitatively as well as qualitatively.
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