Understanding the need for a robust Customer Experience program boils down to simple common sense. Great and memorable experiences lead to grateful customers, ambassadors for your brand who stay longer.
The opposite however is often just as memorable and leads to damaging word of mouth and eventually lower sales potential and churn.
While most companies have come to understand this, creating a good Customer Experience strategy and making it the heartbeat of your company is quite the challenge.
Most companies tackle customer experience very tactically: they pick a clear painpoint in the customer journey and start redesigning it to set down a measurable improvement. While this will give you an initial taste of what customer focus can do for you, sooner rather than later, you will notice the improvement impact gets cannibalized by other customer issues that you haven’t tackled yet.
Creating sustainable and structural customer experience results requires an approach that goes way beyond just tactics alone.