What is a customer experience strategy?

by Andrew Wallace
1 min read

What is a customer experience strategy? Do you need one? What now?
We answer these questions for you here.

Customer experience is now driving business growth. A 2013 report from Walker Information predicted that customer experience would overtake price and product as an organization’s key brand differentiator by the year 2020. And now that 2020 is upon us, that prediction has panned out.

Over the past decade, businesses have sought out the most ROI-optimized ways to enhance their customers’ experience. But without a customer experience strategy to serve as a framework, they often struggle to build loyalty among the more tech-savvy and choice-burdened customers of today.

What is a customer experience strategy?

An effective customer experience strategy focuses on customer satisfaction, repeat business, and customer loyalty. Customer experience (often abbreviated as CX) addresses every interaction a customer has with your business at each stage of the sales funnel. The most robust customer experience strategies cover pre and post-sale interactions across all departments – even those that do not interact directly with customers.

You can define customer experience as how your customer perceives the ways your organization treats them during various interactions. If a customer believes your company provides them with a positive and meaningful experience, they are more likely to make a purchase, become a repeat customer, and recommend your product or service to others.

Key to reporting on CX is the right set of tools. One of the pillars to delivering on a CX strategy is feedback management. Specifically, the ability to capture, organize, and interact with the types of data that inform their customer experience insights. The resulting strategy can then better foster customer loyalty, brand advocacy, and increased revenue for your business.

Learn more: Five reasons why a customer experience strategy is vital for your business

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