Transform Customer Experience

Chapter 2Your CX strategy

The US firm Forrester defines a customer experience strategy as ‘a plan that guides the activities and resource allocation needed to deliver an experience that meets or exceeds customer expectations’. It aims to help your organisation understand:

• who your customers are
• the journeys they undertake when they interact with your organisation
• how you can provide them with a consistent, seamless, differentiated and personalised customer experience
• who is responsible for designing that experience, and how others in the business can play a part
• what success looks like and how it can be measured.

A fully developed CX strategy should:

• describe the intended experience. The strategy conveys how different kinds of customers will view and interact with your organisation. It needs to paint a vivid picture of what great CX amounts to for your company.
• shape the organisation’s activities so they achieve that experience. The strategy should identify what your organisation needs to start doing, stop doing, or do differently to optimise its CX. This involves aligning your organisation’s business model, objectives and key performance indicators (KPIs) to customer experience.
• guide the allocation of resources. The strategy sets out what needs to be done and prioritises tasks. In the short term, it can be used to identify low-hanging fruit that offers high return for relatively little effort. In the longer term, it guides you towards the initiatives most likely to offer ...