Customer Experience (CX) is the sum of every interaction your customer had with your brand.
Yet for too long, the brand team, marketing and product owners have been on separate trajectories, at best meeting regularly to share updates or at worst, to stake their claim to the right to control various elements of the experience. Many people are still thinking of CX as something that customer service or the digital team is responsible for, whereas it should be the one universal language.
One language
As branders and marketers, we believe that the company’s mission or purpose should give everyone a common set of goals and language, but as customers it is often clear that this is not enough. Customers can love the brand but find the product difficult to use. Even a superior product drops to the bottom of our lists if buying it isn’t simple or quick. Compelling marketing can get us all talking but if the information you need to decide if it’s the right product isn’t easy to access, it’s not effective.
A CX Vision
A Customer Experience strategy gives you a vision of what your entire CX should be. It gives you a vision of what the experience should be at every stage of the customer relationship AND it gives teams both the knowledge and the tools to craft every detail of it. It can also identify when and where your customer experience might be failing and how you can change it to acquire the customers you crave.
CX tools will unite the power of branding, marketing and product development to the benefit of not only the customer, but your bottom line.