{"id":1133,"date":"2017-10-30T16:33:34","date_gmt":"2017-10-30T15:33:34","guid":{"rendered":"https:\/\/nienkebloem.nl\/?p=1133"},"modified":"2024-06-07T13:35:03","modified_gmt":"2024-06-07T11:35:03","slug":"how-your-cx-strategy-is-a-fundamental-when-it-comes-to-customer-success","status":"publish","type":"post","link":"https:\/\/www.nienkebloem.nl\/how-your-cx-strategy-is-a-fundamental-when-it-comes-to-customer-success\/","title":{"rendered":"CX Framework Series #1: How your CX Strategy is a fundamental when it comes to customer success"},"content":{"rendered":"

Delivering an excellent Customer Experience isn\u2019t just about having friendly people in your customer care and instructing them to treat the customer as king. Creating great customer experiences is all about strategy. What is the identity of your organization? What experiences do you want your customers to have? How can you transform your organisation into a customer centric one? Through a very thoroughly defined Customer Experience Strategy, because great customer experiences don\u2019t happen by accident.<\/p>\n

Defining a CX strategy<\/h3>\n

As with all changes in your organisation, there should be a firm strategy as a starting point to deliver customer centric services. Start with the question, \u201cI am a CEO\/VP\/Director\/Manager at my company, what do we stand for when it comes to Customers? What is our Why? What do we promise, where do we make the difference?\u201d Try and put it into words and you might experience difficulty. That is why customer experience strategy is needed.<\/p>\n

When defining your strategy, it is imperative that you know what your company and its brand(s) stand for and how you can give exceptional service.<\/p>\n

Your brand experience<\/h3>\n

Your organisation probably has some idea as to where to plot itself in relation to competitors. Maybe you deliver high end products, but your service is not aligned with that. Or you give your B2B customers a hassle-free service, but your products are not hassle-free. Plot your organisation in your field by asking the question: \u201cHow does my company differ from our competitors?\u201d That is what your customers will remember, that is where you can make the difference.<\/p>\n

When you know what makes your organisation unique, you will need to make that very explicit in what that means for your customer. Use a brand promise, or even stronger: create customer promises. Take this example from Easyjet.<\/a> As a customer you know what to expect, now it is up to Easyjet to deliver on these promises.<\/p>\n

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Have a look at the actual experiences of your customers and what you want them to experience. Are they receiving the hassle-free service your company stands for? And how strong is your organisation\u2019s brand in the mind of your customers?<\/p>\n

Do they have memorable customer experiences, but in a negative way? That means your organisation is de-branded. People are not receiving the service they expect based on your Brand and Customer Promise and they will create a negative buzz around your organisation. When your customer doesn\u2019t even remember your brand, they are also not inclined to do more business with you. They don\u2019t even know who you are. So, when you are in this non-branded position, you need to make sure that customers link in with their positive feeling about doing business with your brand.<\/p>\n

And of course, the best experience you can give your customers is a branded one. In that situation, people have a positive attitude to your brand and organisation and are very much inclined to return to you the next time they are in need of your service. Because delivering memorable experiences is what Customer Experience is all about. How can you organize these branded experiences?<\/p>\n

You can read more about the best practise in branding by Yogi tea, including what a branded experience is, at how Yogi Tea stands out by branding<\/a>.<\/p>\n

Make your company branding stand out<\/h3>\n

Having a strong brand stems from the quintessential question: WHY? The Golden Circle of Simon Sinek is used very often and for a good reason. This methodology helps you to turn to broad brand promises like \u201cwe make phones\u201d into \u201cwe provide products that make your life organised and pleasurable\u201d. If you want to make a brand promise that inspires and entices your customers, you need to answer a specific set of questions:<\/p>\n