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CX Strategy

A customer experience (CX) strategy is a company's plan to create positive experiences for customers at every touchpoint of their journey. The goal of a good CX strategy is to exceed customer expectations, which can lead to loyal customers who recommend the brand to others.


To create an extraordinary impact on the world through our culture and technology excellence.

Start with customer experience and work backwards with the technology. - Steve Jobs

What benefits can we give to the customer? Where can we take the customer next?  

Customer Privacy, Trust, Loyalty, Reliability is utmost important. 

Social media and customer feedback management - Reputation management 


Customer Journey Mapping:  

Empathy Mapping: What do we know about our customers and what we need to know so that we can plan that. 

Personalization / connection / a relationship with a brand: people want to buy from people not from machines. We need to create Human moments that matter to our business not customer and service relationships.   

Touchpoints: Every single interaction, before and after buying a product/service. 

Omnichannel: Both digital and physical   


CX strategy:

A plan to improve customer experience and make a business more customer-centric.

3R-4E strategy:

Focuses on making a customer's journey worthwhile by being economic, efficient, emotional, and empathetic.

The three E's:

Focuses on expectation, effort, and experimentation to deliver a great customer experience.

The six disciplines:

Focuses on strategy, customer understanding, design, measurement, governance, and culture.

The six dimensions:

Focuses on affective, cognitive, physical, relational, sensorial, and symbolic dimensions.


Elements of a CX strategy  

  • Reviewing current customer service strategy
  • Employee training and upskilling
  • Determining customer expectations
  • Providing self-service solutions
  • Routinely collecting feedback
  • Tracking team performance

Customer experience strategy tools and techniques 

  • Reaching the target audience
  • Offering convenient customer service
  • Being consistent in customer service activities
  • Refining products and services based on customer feedback
  • Providing convenience when purchasing products
  • Creating in-person and digital personalization
  • Focusing on simplicity and ease of use
  • Reviewing the flexibility of communication channels
  • Making use of automation and AI
  • Being proactive
  • Engaging in social listening
  • Implementing routine team training 

Metrics to measure the success of a customer experience strategy 

  • Customer Satisfaction Score (CSAT): Measures satisfaction with a specific interaction (e.g., post-purchase survey).
  • Net Promoter Score (NPS): Assesses customer loyalty by asking how likely they are to recommend you (0-10 scale).
  • Customer Effort Score (CES): Evaluates how easy it is for customers to complete tasks or get help.

Operational Metrics  track the efficiency and effectiveness of your CX efforts. They focus on aspects like speed, resolution rates, and customer retention. Here are some important ones: 
  • Customer Churn Rate: Percentage of customers who stop doing business with you in a given period.
  • Customer Retention Rate: Percentage of customers who continue doing business with you over time (opposite of churn).
  • Customer Lifetime Value (CLTV): The total revenue a customer is expected to generate over their relationship with your brand.
  • First Response Time (FRT): Average time it takes to respond to a customer inquiry.
  • Average Resolution Time (ART): Average time to resolve a customer issue completely.

Choosing the Right Metrics 

The best metrics for you will depend on your specific CX goals. Here are some general tips:
Align with Goals: Select metrics that directly measure progress towards your CX objectives.
Balance is Key: Use a mix of customer sentiment and operational metrics for a holistic view.
Track Trends: Monitor metrics over time to identify improvement areas and measure the impact of CX initiatives.
Benchmarking: Compare your metrics against industry benchmarks to understand your relative performance.





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