13 tips to create your CX game plan in 2013 (Part One)
Whether you are a large corporation or a smaller enterprise, you’ll need a joined-up Customer eXperience game plan.
As our way of helping you identify & execute on CX fundamentals we’ve put together the following tips, aimed at making your 2013 more successful.
- Map your brand experience – When was the last time anyone in your company stood in customers shoes and followed the customer journey? Do you know what your brand CX looks & feels like? Saatchi and Saatchi state that 85% of decision-making is emotional. So when it comes to winning customers hearts, minds and share of wallet you need to understand how your brand experience makes customers feel.
- Define your brand promise – Do you deliver what your brand promises? Do you have a clear brand promise that everyone across the company knows how to deliver? Start by understanding what your customers think about your current brand experience and competitors.
- Create a memory customers will not forget – In tough times it makes commercial sense to retain customers for as long as possible. Understanding the Life-Time Value of your different types of customer is one way to explain the commercial benefits of hanging on to 5% more customers. Bain & Company state that a 5% reduction in the customer defection rate can increase profits by up to 95%. However “show me the money” is not the only approach to engage employees at more levels of a company. We advocate the “show me how, in my role” approach. Creating a shared understanding of the entire end-2-end customer experience helps employees identify how they can contribute at key Touch-points. Customers are more likely to remember a “high or low point”. So you need to decide what you want your brand to be remembered for, select the key touch-points and find ways to make these memorable. In this way your brand will stand out, bring customers back wanting more and generate new business through word of mouth. CX Mapping is our way to do this.
- Create a CX roadmap – Begin by thinking about the benefits you want to achieve. Take a step back to review what is already in place, what is working well, where you have gaps and the likely destination your collectives efforts will take you towards. Chances are you are not heading in the direction that you hoped for, and you lack the company-wide support it take to reach CX maturity. If self-assessment is not a core competency then consider a safe pair of hands to conduct a CX Assessment and help you create a CX roadmap for 2013.
In part two, we’ll look at capturing what customers actually experience.
Are there any burning CX issues on your mind or things you’d like to tackle in 2013?
Do leave a comment; we’d love to hear from you.