Customer experience isn’t optional, even if you don’t follow market trends, your customers are leading the way into this new reality. It’s not enough to just focus on customer experience within your organization, you need more. A customer experience strategy can mean the difference between haphazard luck and continued growth.
What is a Customer Experience Strategy?
A customer experience strategy is more than just how your customer service team is going to handle customer issues, it’s an entire organizational alignment placing the customer at the heart of every process and goal of your organization.
A true customer experience strategy is an organizational roadmap for continued growth because it focuses on optimizing and simplifying the customer experience. Customer experience is the customer perception of both direct and indirect interactions with your organization throughout the entire customer lifecycle. The strategy you develop for your entire organization is your influence on customer perception, framing the situation rather than leaving it up to chance—intentional actions to improve the experience a customer has with your organization.
Customer experience strategy covers every step of both the buyer’s journey and the customer journey to provide an effortless experience and continual support. After understanding your customer’s current journey, your organization must choreograph each step. The strategy part is how you optimize these steps to enhance customer experiences.
Why You Need a Customer Experience Strategy
The vast journey of customer experience means that every team is a part of this strategy—customer experience is everyone’s job. In the same way, your organization determines goals for your product or service offerings, you need a strategy to determine the goals you want to achieve for your customers. Simply put, you need a customer experience strategy to continue to grow your business. Customers will leave after a single bad experience with a company, meaning that getting customer experience right is the difference between red and black in your business ledger.
Back to the first sentence you read: Customer experience is no longer optional. Customers are now in the driver’s seat of your organization and with multiple options available, they know this. Without a customer experience strategy, you are effectively handing competitors your customers and prospects, leaving your organization in a precarious position and continually sourcing more and more pipeline to make revenue goals. Customers not only will leave, but they talk and businesses lacking in customer experience will find not only that they have lost customers but it has a lasting impact on their organization’s reputation.
Getting Started with a Customer Experience Strategy
If you haven’t started your customer experience strategy, there’s never a better time to start than now, and here is a step-by-step guide to get started within your organization: Strategically Amazing Customers with Effortless Experiences
Getting started with customer experience brings together the feedback of your customers and the overall journey that you want to create for them. This process is amazingly valuable to your organization, not only for defining the buyer’s journey but for understanding the pain points of your customers. Gather feedback, define the issues, and make a plan—this is the road to effortless customer experiences. As you grow, you’ll see the road to customer experience is one that is full of continual improvements and refinements within your organization. If you need help getting started, check out this interactive tool to understand where your organization sits today.