Having a robust CX program is essential. Without a strategic approach to customer experience management in place, you miss out on critical opportunities to enhance your offerings in ways that matter most to buyers.
A great customer experience breeds loyalty, leads to positive word of mouth, and increases spending. That’ why having an exceptional CX program is a must. If you don’t know where to begin, here’s a step-by-step guide for crafting a winning CX Program.
Step-by-Step Guide to Building a CX Program
Organization and coordination are the stable foundation you need as you start building a CX program. Initially, you need to complete a few strategic planning steps.
First, examine your current customer climate. You need to see what’s working today and what isn’t. If there’s an area that’s excelling, then you shouldn’t focus on reinventing the wheel. Instead, you can view this as a learning experience and dig deeper to discover why this segment is flourishing, and others aren’t.
Second, do a little research on your competitors, particularly those leading the way in the CX program arena. You can also spend time examining companies outside of your industry that have CX down pat. Even if they reside in a different niche, that doesn’t mean your company couldn’t use some of their techniques.
Third, take a look at emerging trends. The customer landscape can be a bit fickle, so the approaches that were resonating with them previously may not be as effective today.
Finally, figure out how you want to communicate your commitment to the new CX program. You’ll need your staff onboard, particularly if there will be significant alterations to processes or mindset involved. If you don’t communicate properly, you aren’t going to spur the excitement and dedication necessary to promote real change.
In most industries, companies have a range of customers. Treating your customers as if they are all the same is typically a mistake. If you use that approach, your CX program may work for some of them while alienating others.
If you want your CX program to thrive, then you need to conduct some in-depth customer analysis. The idea is to segment your audience by figuring out how your customers differ. That way, you can use separate approaches for each group, effectively targeting a unique audience with your messaging.
Along the way, you’ll learn about the various pain points each segment experiences, as well as their successes with your company. This is empowering information, allowing you to address critical issues directly and hone their overall experience.
Look at the entire customer journey and map it out. See how it changes depending on the segment involved. That way, you can get a holistic view of CX for each group.
Make Smart Changes
After your customer analysis is complete, it’s time to make smart changes. During your research phases, you likely discovered pain points or bottlenecks that are particularly cumbersome. At times, if the issues are plentiful, this can make it hard to determine where to begin.
Instead of revamping your entire approach to CX, start with areas that will create the largest ROI. In some cases, this means focusing on the basics before moving onto something more exciting or innovative. However, it ensures your foundation is as strong as possible, making it a wise beginning for your endeavors.
Often, this stage also calls for some experimentation. After choosing a pain point, consider the potentially viable solutions. In some cases, one will be a clear winner. However, if that isn’t the case, you may need to test a few approaches to see what works.
A/B testing can be an effective method. It allows you to compare two potential solutions against each other and collect meaningful data. Request feedback from those engaging with your company. Look at sales metrics and see if they change. Monitor general word of mouth online. As you do, you can refine your CX program, giving you a solid foundation that you can use well into the future.
Honing Your CX Program Over Time
It’s important to never view your CX program as set in stone. It needs space to evolve, ensuring you can accommodate new trends and further refine the customer experience.
View your CX program as a living entity. Give it room to breathe and grow. If you do, you’ll always be able to adapt to what’s on the horizon, ensuring your CX program is a short- and long-term success.