Customer experience strategy takes into consideration all of the interactions and experiences customers have with a brand through the entire customer journey, to develop an actionable plan that delivers positive, meaningful, seamless experiences across all of those interactions. Simply stated, it is a company’s approach to creating the best possible customer experience (CX) for their customers based on customer feedback. Good customer experience insight is the culmination of many things, including competitive insight, consumer research and market data, resulting in the integration of new technologies, systems, and processes that enhance the customer journey. Companies who engage in sound customer experience strategy realize higher customer satisfaction rates, reducing churn and increasing profits.
To become truly customer centric, it is good to identify and define the types of customers who will be interacting with customer support teams. Understanding these personas helps identify customer motivations so companies can build the best experiences for them. Once personas have been established, the customer journey can be mapped out to visually illustrate the customer’s end-to-end experience with a brand. This map highlights the way customers interact with an organization from start to finish, including their actions, needs and decisions. Customer journey mapping helps identify pain points and opportunities, information that can be used as the basis for customer experience cx improvements.
Based on the touch points and interactions identified during journey mapping requiring improvement, companies ready to take the next step in transforming customer experience often look to customer experience software and platforms. These technologies are designed to engage in data extraction based on customer feedback all along the customer journey—to report, analyze and respond to customer interactions based on new customer experience strategy and help deliver compelling, cross-channel experiences that increase customer satisfaction.
Customer experience strategy benefits brands interested in understanding the interests, motivations and interactions of customers, allowing them to: