Having got to grips with what a CX strategy is in the first part of our CX exploration, including how to measure customer experience, why it matters and key considerations, we’ll now examine how to develop a customer experience strategy.
In the first part of this blog series we asked what CX is. In summary, it’s all about your customers’ perception of your business or brand. This is based on all the experiences they’ve ever had with you during their customer journey.
So, when it comes to your customer experience strategy, the focus shifts to what plans you’ll put in place to deliver positive experiences. This needs to address every touchpoint of your customers’ journey, not just specific parts such as their customer service interactions. By measuring and analysing these experiences, you’ll put yourself in the best position to improve them moving forward.
Common customer experience metrics
While there are many available methods to help get a feel for the customer experience you’re delivering, you’ll only get the best insight with the right customer survey metrics captured at the point of experience.
When it comes to CX metrics the Net Promoter Score (NPS), Customer Satisfaction Score (CSAT) and Customer Effort Score (CES) are the most common and effective metrics for measuring your customer experience.
By asking customers the question “How likely is it that you would recommend [our company] [our product] [our service] to a friend or colleague?” the NPS metric can measure how happy customers are by assessing their loyalty to a company or brand.
Similarly, you can also measure customer contentment using the CES and CSAT metrics, which assess how easy and satisfying customers find interacting with your brand.
Steps to creating a CX strategy
From boosting your understanding of customers and better equipping and training your staff, to investing in the right technologies and establishing processes that will allow you to better monitor, capture feedback and continuously improve your customer experience. Your customer experience strategy will provide the foundation for your ongoing programme of CX activities. So, it’s important to have some clear steps in place to get it running and operating smoothly and effectively.