5 things to consider when creating CX strategy
If you want to offer exquisite customer experience to all your current and future clients, it won't be possible without a CX strategy. But first, let's answer the question: what is a customer experience strategy?
Simply put, it is a plan you create to help you improve the entirety of the processes in your company. In turn, this would result in much happier customers and improved business and long-term success.
Creating a CX strategy is not that complicated, but there are several things you should have in mind before starting out. Here are five important stages you should consider. Let's start.
Be clear about what your objectives are
You have to know precisely what you want to achieve, what results you want in your business. Start with defining the benefits for your customers. How do you want them to feel? Why should they work with you and not with someone else? What makes your organisation unique? Once you define this, it will be easier to move on.
Also, your goals and objectives should be measurable. If you want to increase your retention rate, set a specific number. If you're going to increase your revenue, again - make an estimate. The more specific you are with the objectives, the easier it will be to develop a CX strategy and implement it.
Compare your efforts with your competitors
We know how the old saying goes, "Don't compare yourself to others". This is also true in business, but only to an extent. To understand your current position better, you will need to at least have an idea of what your competitors are doing. This doesn't mean copying them or trying to beat them in every way possible.
It simply means that you should keep track of the current situation in the market and learn from it as much as possible. Think about a specific process within your organisation and ask yourself: can we do this better than others? Why is their solution better than others? What emotions does it convey, compared to what we offer? These are all crucial questions that will give you a lot of valuable insight. Be open to constantly learning from other "players" in the market.
Analyse your customer personas (and refine them)
The chances are that you already have customer personas created for your business, but that being said - you may need to redefine them. If your business objectives have changed a bit, or if you broadened your scope of services, it could be that you are not targeting the same people anymore.
This is why it's essential to go back to the beginning and analyse your original customer personas. Are they the same people you want to delight? Are they the people you want to improve your customer experience for? In other words, are they your actual audience or not? Be sure to align your customer personas with your newly formed objectives.
When redefining the customer personas, envision them as real people (not just as blueprints) and be as specific as possible about them. What are their habits? What do they enjoy? Why would they care about your organisation? What are the biggest problems you can solve for them? Answers to these questions will help you create a much better customer experience.
Develop your customer journey
Once you have set your objectives, conducted an analysis of your competitors and redefined your customer personas, you will need to develop your customer journey. In a nutshell, this is a representation (usually visual, but it can be textual as well) of all the expected interactions your customers will have with your business during the purchase process.
The customer should explain every phase the customers are in, from start to finish, where they are when they start, how they feel and what they think about your business. It usually starts from customers being unaware or semi-aware of the business and then gradually finding out more about the product/service being offered - until they decide to purchase. Always keep in mind how you can help them solve their problem quickly and easily.
If you develop your customer journey well, it will result in significantly improved interactions with your customers and their higher satisfaction with your organisation as a whole.
Decide which metrics to track
Before you start implementing your CX strategy, the crucial stage is the last one: decide on the metrics you will track along the way. This will help you see whether your CX efforts yield results (and also know what to tweak and improve).
Here are three metrics you should track:
- Customer effort score (CES) This measures how easily your customers use your products and services, i.e. how much effort is required from them. You measure CES by having a scape of 1-5 (for example), or a set of questions, from "very easy" to "extremely hard".
- Customer satisfaction score (CSAT) As the same says, this metric shows how happy and satisfied your customers are with the services provided. Again, you can use a scale of 1-5 to ask customers how satisfied they are, or offer a set of specific answers.
- Net Promoter Score (NPS) This measures the likelihood of your customers recommending you to their family, friends and acquaintances. Track it by asking: "How likely are you to recommend us? and offer them a set of questions, from 'very likely' to 'unlikely'.
Does your business excel at delivering exquisite customer experience? If you want get awarded for your CX efforts, enter GCXA22 and show us your results! Learn more about the awards here: gulfcxawards.com/enter-now