by Kurt Schroeder and John Seeds
Growth and evolution are likely at the forefront of your brands' goals. To achieve these results, it is essential to set your company on a path for success and continually grow your customer relationships through steady touchpoints and positive interactions. Doing so requires a consistent and strategic approach to Customer Experience, as well as the tools and skills your employees use to build customer relationships.
An effective and comprehensive CX strategy sets your business on a clear path towards reaching the milestones your organization has developed. This strategy aligns your employees on the messaging and tactics for creating an exceptional experience for each customer.
There are several benefits an effective CX strategy can offer your business.
When you have direct competitors that offer seemingly equal services or products, differentiation is key. Standing out in a crowded market can make all the difference to customers deciding which product or service provider is right for them. When the actual products and services blend, they must turn to the experience they are provided to make their decision.
Your CX strategy aligns your team as they work to provide an exceptional experience for your customers. A clear plan supplies the guidelines your team needs to ensure that each touchpoint positively impacts customer loyalty and satisfaction. Having these values at the forefront guarantees that your company stands out in the customer's mind due to the exceptional and consistent experience they receive from you. This experience and their positive perception of your organization, as well as word of mouth experiences from friends, family and peers makes their decision easy when comparing like products or services.
Increased Customer Loyalty
A loyal customer base transforms the business opportunities available to your brand. The happier a customer is, the longer they will want to maintain their relationship. The longer a customer continues with your brand, the more money they will spend with your business over a competitor, ultimately adding to your overall business goals.
To earn your customers’ loyalty, it is important to treat them to an exceptional experience that outperforms those delivered by your competitors. Having a CX strategy that takes into consideration the varying needs and expectations of your customers is critical to personalizing the experience they have with your brand. This personalized approach will create an exceptional experience that elevates your relationship with your customers.
Enhanced Customer Awareness and Connection
Understanding who your customers are, the paths they take to interact with your brand and the expectations they have of your brand is critical to delivering exceptional experiences. An inherent part of developing an effective CX strategy requires conducting extensive research into these crucial details. Exercises like journey mapping, customer surveys and active listening are critical to planning an effective CX strategy.
In addition to informing your CX strategy, the information gained from these exercises can be used to tailor marketing messaging, personalize product and service delivery, improve customer support and more. This awareness will allow you to better support your customers’ needs and wants during their relationship with you and make them feel understood and valued.
Increased Referral Marketing
Word of mouth reviews and references are often the deciding factor in many of your customers’ purchasing decisions. A single negative review or lost customer can cost your business multiple future relationships, while positive reviews can sway a prospect’s opinion in your favor. In short, word of mouth is one of the most powerful tools a company can use as customers seek third-party information over company messaging.
When your CX strategy successfully deploys a consistent and exceptional experience across every channel, customers are more inclined to share this experience with their communities. Your CX strategy provides your team with the vision and plan for aligning experiences from first communication to final service. This lowers any chance of a negative review as each customer should be receiving the same exceptional experience.
Reduced Friction and Customer Pain Points
Your customers are the lifeline of your business – their satisfaction and loyalty are critical to your organization's success. Creating a remarkable experience doesn't have to be complicated or expensive, often the best improvements come from fixing seemingly small customer irritants.
Having a CX strategy that reveals, addresses and then moves past the friction created by pain points, successfully builds a customer experience that satisfies the needs of your customers. Through navigating these moments successfully, you are providing your customers with an experience and solution they can’t get with your competitors. Your strategy is the clear map that gets you to this place concisely and efficiently.