How to create a great CX strategy for your business
CUSTOMER experience or CX is essentially the interaction between any enterprise with its customers that could be in the form of product awareness, discovery, purchases, and delivery of services.
Companies with impeccable CX strategies and implementation often reap the benefit in many ways, including increased customer satisfaction rates, reduced customer rate, and increased revenue.
And accordingly more and more senior executives and business leaders are shifting their focus on their CX strategies and making it their companies top priority, on the firm belief that investment in enhancing CX will be beneficial in both short and long-term for an enterprise.
However, despite making it their top objective, most companies fall short of achieving their CX goals.
To make things even more difficult, consumers’ expectations are also always on the rise.
So, how can an enterprise put in place a CX strategy that actually works? Here are some pointers.
# 1 | Create a clear CX vision
It is crucial for enterprises to have a clear vision that is focused on customers. This vision could simply be a set of statements which can be used as a guide for the entire company to adhere to.
With proper communication, these set of principles should be embedded into the company’s culture, which will then drive the behavior of the entire workforce and all areas of operations.
# 2 | Establish a connection with customers
Companies wanting to deliver positive CX has to understand the need and wants of the customer that they are serving, which means the customer support team has to connect and empathize with consumers.
Further, the customer support team has to establish emotional connections with customers as emotions shape attitudes which in turn influence decisions.
Once customers become emotionally attached to a company’s product, they will become loyal and more likely to make a repeat purchase, and recommend the company to others.
# 3 | Capture customer feedback in real time
To find out if the current strategy is working and if the company is on track to reaching its set CX goals, companies need to get customer feedback in real-time.
Generally, post-transaction surveys and other customer experience tools can be deployed automatically to obtain reviews, which then can be used to assess and restructure the gameplan if need be.
# 4 | Use a quality framework for team development
With customer feedback, it is not hard to gauge the consumer perception of the company’s product and CX performances. And accordingly, companies then could identify the areas that need improvements, so that more resources could be allocated towards that.
But this assessment and subsequent action plan for improvement must be based on a robust and proven framework that includes tracking of KPIs and team development via training, coaching and third-party online platforms.
# 5 | Act upon regular employee feedback
Employee feedback is also crucial in delivering CX. However, these feedbacks have to be collected more frequently for continual improvements and as well as identifying hurdles and challenges.
Beyond that, companies have to foster an environment where ideas and knowledge sharing is encouraged and eliminate information silos.
# 6 | Measure the ROI from delivering great CX
All the resources spent on enhancing CX has to be measured, using various metrics that suits the particular enterprise and also easily deployed.
While measuring the CX journey may not be a straightforward affair, tools such as NPS (Net Promoter Score) which is simple to implement would considerably ease the assessments.
In conclusion, to create an iron-clad CX strategy in a digital age, where consumers are becoming more savvy and empowered, digital tools have to be used in tandem with a heavy focus on customers, as well as creating a strong culture company culture to complement the goals.
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