Customer Experience Framework The first step in the journey of improving your customers' experience. The first step in the journey of improving your customers' experience is to engage a multi-disciplinary team. The team leader must win the team's hearts and minds so that it is committed to the task of understanding customer needs and desires. The team will then intentionally design and deliver the optimal experience that meets those needs and satisfies those desires. The team must answer the following questions:
The cross-functional team then maps their own view of the customer experience at each stage of the customers' interaction with the offering ("I am aware", "I shop", "I buy", etc.). Businesses exist to serve customers. When businesses begin to forget this fact, they tend to experience the following symptoms:
A solution to many of these issues is to design offerings tailored to the needs and preferences of your customers by understanding the end-to-end customer experience from the customer’s perspective. This means knowing what it feels like to be the customer not only when the customer is interacting with the product, but at each stage of the journey:
To create customer and brand loyalty and grow your business you must understand the customer experience at each stage of their journey. You must then incorporate this knowledge into your offerings. How can your company do this? A customer’s end-to-end experience with your offering involves the following stages:
The key to creating an excellent customer experience is to understand and build empathy around your customer’s experience at each of these stages. This is called developing a customer centric mindset. Each stage of the customer’s journey includes multiple customer touch points. Developing a customer centric mindset and improving your customers’ experience is a cross-functional endeavor. It requires a strong leader who is responsible for intentionally designing the end-to-end offering, as well as for the process that will get the team there. The steps in the journey that lead to superb customer experiences. These are the steps for understanding the customer experience and incorporating that knowledge into your offerings:
Let us help you. The customer experience journey requires patience. It is not a quick fix. The payoff is your team’s ability to deliver a stream of products and services that delight customers – and keep them coming back for more. Contact us today to start driving growth through customer relationships. |