Are you a digital marketing manager or UX specialist for your company or business? Are you looking for a data-based solution to increasing ROI and maximizing your marketing budget?
If so, then you’re in the right place. You’ll soon see how improving your CX strategy can grow your business to the next level.
Don’t worry if you’re not sure what CX is or how to implement it, as we’ve got you covered. Keep reading to learn everything you need to know about improving customer engagement with your brand.
How to Build a CX Strategy
Technology is changing the way we do business, and digital marketing is allowing businesses to get in front of their customers in more ways than ever before.
Before we jump into how to build your customer experience strategy, let’s make sure we’re all on the same page as far as the definitions for CX and CX strategy go:
- Customer experience: the experience your customers have at every touchpoint with your business
- Customer experience strategy: an actionable plan with the sole mission of ensuring your customers have a positive experience at every touchpoint
Now, creating a CX strategy becomes a step-by-step process of giving your customers a great experience. Here they are below.
1. Map out Your Customer Avatar
First, you need to be crystal clear about who your target audience is. You need to take the time to map out your exact customer avatar. This includes more than simple demographics, but also what your customers are feeling before, during, and after their experience with your company.
Only after you map out their emotions surrounding why they’re reaching out to your company can you ensure that you’re solving their problems and leaving them with a positive encounter.
2. Map out Their Customer Journey
Now that you know who you’re serving with your business, you need to map out their customer journey. Depending on where you look, you will find several different definitions and phases of a customer journey. These phases generally include:
- Decision to purchase
- Client retention
You need to know where your customer is throughout this process so you can tailor your strategy around each touchpoint at each phase. This will ensure that you’re creating the best experience for every customer.
3. Connect Emotionally with Your Audience
This is the key step where improving your customer experience goes beyond simply trying to improve customer support. Yes, you can improve customer support by adding a chatbot so your customers can get their questions answered immediately.
However, when you’re proactive about connecting emotionally with your customers, you can improve their experience before they ever have a question or concern. This is why it’s so important to understand that you’re connecting with your customers and clients and so many different touchpoints throughout the customer journey.
You need to create content that connects at every phase. This includes social media posts that go beyond a simple picture. It also includes regular email marketing campaigns that help your customers and offer value more than you ask for the sale.
And most importantly, it includes staying front and center for your clients long after the sale. If you disappear after they purchase, you leave the customer with a terrible feeling and subpar customer experience.
So be sure to create an onboarding email series or even a short video explaining how to use your product or different ideas for how to use the product they’ve purchased.
4. Prioritize Customer Service
Many people confuse customer experience and customer service as interchangeable terms. However, they are different, as customer service usually happens after the sale, but CX can happen before, during, and after the purchase.
The first step for improving customer service is to map out the touchpoints when customers will interact with your company. This can be as simple as reading a tweet or Instagram post and as intricate as calling your customer support line because their new product isn’t working correctly.
Each interaction is as crucial as the next if you want to make customer service a priority.
These CX strategy essentials will help you map out how you too can create a stellar customer experience for your clients. As you work to improve the CX for your customers, you’ll want to track your digital experience rankings so you can see where you’re improving and where you still need to keep working.
Benefits of a CX Strategy
Many top brands are realizing that they can save money in their marketing budgets by keeping more of the customers they already have. Your company can also see the many benefits of improving your customer experience so you can get more return on your marketing investment per customer.
Here are four more benefits of a quality CX strategy that your company could realize:
- Increased customer conversions
- Less customer churn
- More brand advocates
- Increased revenue per customer
You spend a lot of money on gaining new customers. Don’t let it be a wasted effort by losing those customers due to a bad experience.
Instead, work to improve your CX strategy so that you keep more of your current customers. And over time, you will see a better return on your investment, more long-term repeat customers, and more depth in your customer list.
Your Key to Business Growth Today
You’ve worked hard to improve customer engagement and truly connect with your clients. You’ve mapped out your CX strategy and now you’re ready to grow your business to the level you’ve always dreamed of.
For more great information about this and other topics, check out the rest of our blog.