5 ‘Can’t Miss’ Considerations To Build A Highly Effective Customer Experience Framework
Who are your customers? What do you want to do for your customers and get better? Are your employees aware of your vision? Answers to these questions are an absolute necessity for business leaders to deliver a seamless customer experience.
“The most powerful journey maps are produced when the right leadership support is provided, the appropriate people are involved and the necessary data is analyzed.” -Augie Ray, Research Director, Gartner for Marketers.
What is Customer Experience (CX)? Customer Experience (CX) is the term used to describe a company’s interactions with a customer. It is an essential chunk of Customer Relationship Management (CRM) which is divided into three elements such as, the customer journey, the brand touchpoints, and the environment where the customer’s expectations are being matched.
According to a recent Gartner survey, “89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago”.
Why is Customer Experience (CX) Important? As per experts research, customer choice has become the main differentiator, they have multiple choices between products and services to pick from and can call for an omnichannel experience, so, it becomes very important for enterprises to not only deliver a product or a service to their customers, they also need to shift their focus to customer experience management (CEM) by delivering it with a customer service excellence and differentiating the brand from competitors. The kind of experience they get, decide their loyalty and advocacy, as customers carry experiences throughout their journey. Always remember a company cannot run successfully without its customer, thus your customers owe your brand name, not you. Bloomberg Businessweek took a survey and found that delivering a great customer experience has become a primary strategic objective. Also, a recent Customer Management IQ Survey says, 75% of customer management executives and leaders rated customer experience as the highest importance.
A Journey Framework
Source: - Gartner
A customer journey framework provides a structured approach to Customer Experience. The framework is needed to align company’s ideas to be more customer-centric and have omnichannel exposure and interact with customers to deliver an outstanding customer experience. Here are the 5 key points to be kept in mind while strategizing the foundation for a customer experience framework: MAP CUSTOMER’S MAP CUSTOMER’S JOURNEY JOURNEY A customer’s journey framework shows how company’s vision and transformation activities are created, with a more detailed customer experience. It helps business leaders understand the customer’s interaction with their product and unveil improvement opportunities. Lewis C. Lin is a bestselling author and according to him, there are 5 stages of the customer experience which are called 5Es. They are; A customer’s journey framework shows how company’s vision and transformation activities are created, with a more detailed customer experience. It helps business leaders understand the customer’s interaction with their product and unveil improvement opportunities. Lewis C. Lin is a bestselling author and according to him, there are 5 stages of the customer experience which are called 5Es. They are; Entice: What event triggers a user to enter into the UX funnel? Enter: What are the first few steps in the UX funnel? Engage: What task(s) is the user trying to accomplish? Exit: How Exit: How does does the the user user complete complete the the task? task? Extend: What Extend: Whatfollow-up follow-upactions actionsoccur occurafter afterthe theuser usercompletes completesthe thetask? task? UNDERSTAND CUSTOMER’S UNDERSTAND CUSTOMER’S PERSPECTIVE PERSPECTIVE It is one of the most imperative foundations of the Customer Experience (CX) framework. 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