By: Ciopages Staff Writer
Updated on: Nov 02, 2021
Customer experience strategy (CX Strategy) involves defining the foundational building blocks of who the customer segments are, their preferences and proclivities, how they wish to engage and transact, and based on such data, formulating a game plan on how to engage with the customers (and prospects) across channels and shape experiences that delight and ring the digital register.
Customer engagement and experience is one of the pivotal digital transformation areas, and one may ignore it at their peril. For all the hype and hoopla, customer experience strategy is rooted in a fundamental premise – treat others as we want to be treated ourselves. So, instead of policies, procedures and convoluted processes making the engagement and the experience of a person disjointed, the customer experience should be built on how a prospect or clients want to be engaged throughout the research, pre-purchase evaluation, purchase, post-purchase, and repeat-purchase lifecycle.
Customer experience strategy also is not just limited to digital interactions. In the years of yore, when retailers in the mall were the only game in town, the customer experience in Nordstrom versus a discount store was very evident. It is not what you buy; it is how you feel about the whole episode of thebuying process and beyond. Now, with digital technologies, the customer experiences can be and need to be seamless across mobile, online, brick and mortar and call center experiences.
At the end of the day, it is not altruistic motives that are at the core of customer experience transformation. It is rooted in need to survive, and if executed properly thrive. It is about redefining and refining the sales and services processes with a balance between reducing costs, increasing revenues/profits, and fostering innovation. A tough balancing act indeed!
Like every business now is a digital business, every company is also in the customer experience business. Perhaps, the local DMV (Department of Motor Vehicles) may be an exception.
Automating and digitizing an existing process is NOT the basis of a customer experience strategy. Each customer interaction and transaction should be considered carefully, and each step analyzed properly to create a process that is based on “minimalistic excellence.”This should answer the critics that say we have invested a lot in “Customer Service.” Therein lies the peril. Customer service is essential to customer experience, but both are not the same. The customer experience is a higher order of magnitude concept that includes the “feeling and being” across the gamut of interactions, some of which may not be even with the company.
Have you defined your customer experience strategy? What are some unique concepts and innovation you’ve considered to transform your customer experience?
Learn about the pitfalls of defining a customer experience strategy.
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