A good customer experience will boost customer loyalty, drive repeat custom and improve your reputation, helping to attract new customers. By creating a well-rounded customer experience management, or CXM, strategy, you can help improve the experience for your customers.
The Four Ps
The four Ps of a good customer experience management strategy are:
. People – a well-trained, motivated workforce empowered to look for ways to improve the CX.
. Processes – the methods that make the stages of the customer journey efficient and positive.
. Products – reliable products that meet your customers’ needs.
. Place – whether a physical store or an online platform, the place should be well organised, inclusive, and easy to navigate.
Creating the Strategy
The first step of an effective Customer Experience Management strategy is to carry out thorough consumer research to understand your customers’ needs and pain points properly, identifying areas for improvement. Use this research to create detailed user personas, so that you can gain a greater understanding of your target audience.
Map out the customer journey, considering the different touchpoints and interactions. Use these to see how the customers engage with your brand and products through the journey.
On this map, you should add details to create an outline of the key stages of the journey, the touchpoints, pain points, feelings, and actions so that you can visualise the entire user experience. When considering the touchpoints, you will need to implement strategies to improve the customer experience at each one.
Customer experience management strategies are not a one-time project, but a continual process. Once your strategy is up and running, you will need to monitor it carefully to see how well it performs by using behaviour analysis and tracking relevant metrics. Continue to seek feedback and look for ways to improve the interactions.
Experimentation is fine for testing new ideas, but monitor them carefully to see how effective they are and be on the lookout for new ideas to test. A truly well-rounded CXM strategy continually develops as you seek to improve the experience and enhance your brand.
