Customer Experience Strategy
CX Strategy Building Blocks
There are many ways to formulate a CX strategy, but here are a few “must-have” building blocks that make up a good one.
Strategy frameworks are a dime a dozen. Most CX firms claim to have a unique strategy framework that is superior to their competition and promises framework users unique benefits. The truth is, strategy requires judgment, and any framework reveals the author’s judgment about what information is important to consider when formulating strategy. A lot goes into effective strategy formulation, communication, and execution. Here are some “must have” building blocks that we at SingleStone believe any customer experience strategy should contain.
Identifying the target customer in concrete terms is the obvious first step towards building customer experience strategy. Where does your target customer live? What brands appeal to them? What media do they consume? Understanding the identity of your target customers helps shape your strategy by focusing your attention on what customers value. Without identifying your target customers, you are likely to land in the uncomfortable middle ground (and brand identity purgatory) of trying to be all things to all people. Strategy involves choice, and identifying the target customer is the first choice.
Where do you serve your customer? What else is on your customer’s mind when they purchase and use your product or service? Understanding the context of your interactions with customers helps shape how you deliver for them. Are your customers surgeons in an operating room or are they hungry passengers on an airplane? What needs, desires and emotions do these roles and environments provoke? Going deep on understanding your customer’s context provides insight into your customer’s frame of mind. Understanding customer context improves strategy by helping you anticipate how your customers are likely to react to new products or services, new marketing messages, or competitor marketplace actions.
Most importantly, what do your customers want? Asking them is one way to find out, but we have found that customer surveys and the like are a limited means for innovation and strategy formulation. Customers are limited in their vocabulary and knowledge of your business. They can certainly tell you things you do that displease them but they often struggle to identify new creative ways of fulfilling a need. We find it helpful to employ creative thinking and innovation-focused brainstorming techniques when formulating strategy. A few examples we have employed are design thinking, mind mapping, and group ideation.
Do you need help with formulating a customer experience strategy? We apply these building blocks everyday for our clients. Set up a chat with a member of our strategy team.