Three Approaches to Measuring Customer Experience Strategy
Martech Outlook | Tuesday, January 31, 2023
The most effective CX design initiatives involve active participation from business, creative, and technical teams and are highly collaborative.
FREMONT, CA: Goals, breadth, and depth are the three aspects that can differ amongst services in a customer experience (CX) strategy, which should not be mistaken with a CX plan, which is how the strategy will be carried out. When an organisation establishes specific goals and determines the breadth and depth of CX considerations, a CX strategy that answers the questions of where to play, how to win, and what resources are required begins to take shape, laying the groundwork for subsequent planning stages.
A closer examination of the objectives, breadth, and depth of a CX strategy illustrates how customer experience permeates every possible interaction a customer could have with a company. Consequently, CX strategy will naturally vary from company to company and industry to industry, with the determination of what data is relevant in relation to the metrics an organization is aiming to drive being a consistent aspect.
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Setting CX strategy goals is a fairly simple exercise. Some will be shared by all organisations, such as the desire for customers to have consistent, relevant, and valuable interactions. Some will differ depending on the organisation, maturity, industry, and even the type of relationship a brand or business is attempting to establish with a customer. Ultimately, defining CX goals determines what data must be collected, calculated, or inferred, depending on whether the priority is net promoter score (NPS), customer lifetime value (CLV), customer sentiment, customer satisfaction, another metric, or any combination thereof.
There are numerous ways to define and measure a positive customer experience, whether in healthcare, retail, financial services, or another industry. The goals of CX strategy are largely determined by how the experience is measured on an industry-by-industry basis.
Consider the array of potential channels and touchpoints that comprise all stages of an omnichannel customer journey, and enumerate the variables and relations required to measure how different types of customers choose to interact. A prospect may have different reasons for visiting a website, contacting a call centre, researching reviews, or engaging with social media than someone further along in the buying journey. Even if both are using the same channels, a repeat customer may act very differently than a new customer. Similarly, older customers may have different expectations for what constitutes a positive CX than younger customers.
Introducing breadth into CX strategy acknowledges that customers have varying motivations for engaging with various touchpoints. In other words, a one-size-fits-all CX may delight some customers while frustrating others. Paying attention to the breadth of experiences aids in the prevention of potential conflict. By incorporating breadth into CX planning, businesses realize that different touchpoints are used by customers for a variety of reasons. In other words, a universal CX may excite certain clients while annoying others. Potential conflict can be avoided by paying attention to the diversity of experiences.
It is generally acknowledged that a good CX involves much more than simply combining customer data into a single customer view and leveraging this unified profile to present the appropriate offer to a client. It's more difficult to judge the far-end zone. Understanding how people, procedures, and technology impact a customer experience generally at each potential touchpoint helps to paint a clearer picture.
Setting clear goals and determining the breadth and depth of CX strategy boils down to finding the right balance between an organization's goals and the goals of its customers. A strategy must recognise the breadth and depth of every customer touchpoint–online, in-store, mobile app, social, call centre–and determine how to manage a holistic customer experience that takes a customer's aspirations into account while providing the ideal amount of personalisation.
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