What is a Customer Experience Strategy and why do you Need One?

A customer experience strategy is something that every business should have in one form or another. However, many small and medium-sized businesses do not have a defined strategy for managing customer experience, often because they have not given much thought to the matter or because they are not clear on what a strategy is and why it is so useful. The experience being looked at here includes both business-to-consumer (B2C) and business-to-business scenarios.

What is a Customer Experience Strategy?

In answering what a customer experience strategy is, it is probably best to start with a quick look at what customer experience itself is. This is probably something that you have a pretty good grasp on already, both because it’s a fairly basic business principle and because the name “customer experience” is pretty much self-explanatory. However, one thing that is worth mentioning is just how wide-ranging the area of customer experience is. It encompasses every part of the experience a customer has with your business, no matter how small. From seeing an advert through to the littlest details of follow-up emails after an order has been received. If an interaction involves both the customer and your business, it is part of the customer’s experience of your business.

A customer experience strategy is a written, detailed and clearly-defined plan for achieving the very best customer experience possible. It goes beyond a basic set of policies or a customer-centric business culture, setting out explicitly and in detail the efforts and actions that will be taken to give the customer a positive experience of your business in every interaction.

But Why do you Need a Customer Experience Strategy?

The reasons you need a customer experience strategy are fairly straightforward, yet no less powerful for it. You might be doing a good job of satisfying your customers without a written customer experience plan, having a clear plan which serves as your referencepoint, sets your benchmark, sets standards for employees and identifies your performance success metrics; allows you to not only provide high standard of service for your customers but also gives you a focus point to continuously track, measure your performance and compare against competitors’ performance.

Giving customers a good experience of your business is the single most powerful way to drive loyalty, repeat business and word-of-mouth recommendations. Even when mistakes are made, managing the situation well can still mean the end result is a happy customer. Research shows a majority (60%) of customers are willing to pay more for the same product or service if it means a better experience, and customers who have an established relationship with a company are less likely to buy elsewhere for price reasons. With this in mind, it becomes absolutely necessary to have a formal actionable and reviewable plan that guides you and your employees’ effort in achieving a best in class service.

We specialise in helping businesses provide a superior experience to customers at every turn, and have helped many businesses develop and implement successful strategies that send a ripple effectthroughout their entire organisations. For more information or to discuss how we might be able to help you, please get in touch.

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