Here’s a handy cheat sheet for CX strategists in 2023.
Creating a successful customer experience (CX) strategy requires understanding how customers interact with your brand, what drives their purchasing decisions, and how to improve their overall experience. One effective methodology for achieving this is by utilizing the sales funnel as a framework for understanding customer behavior and linking it to the CX strategy of reputation, reach and relationship.
The sales funnel, which was first invented in the late 1800s, is a powerful tool for understanding how customers move through the purchasing process. It consists of the key stages of awareness, interest, desire and action, which can be linked to the CX strategy of reputation, reach and relationship.
Reputation is crucial when it comes to attracting new customers and retaining existing ones. A positive reputation can help attract new customers to the top of the funnel, while a negative reputation can deter them. In order to improve reputation, businesses can focus on building trust and credibility through transparent communication, high-quality products and services, and positive customer reviews.
Reach, on the other hand, is all about expanding your brand’s visibility and accessibility to customers. By increasing your reach, you can attract new customers to the top of the funnel and help them move down the funnel. To improve reach, businesses can focus on building a strong online presence, leveraging social media and influencer marketing, and participating in industry events.
Finally, relationship is about building long-term connections with customers. This is especially important for retaining customers and turning them into brand advocates. A strong relationship can help customers move through the funnel and make repeat purchases. To improve relationship, businesses can focus on providing exceptional customer service, personalizing the customer experience, and engaging with customers on a regular basis.
The customer journey is the culmination of these key experiences and it’s important to map out the customer journey by identifying key touchpoints where the customer interacts with your brand. These touchpoints can include things like visiting your website, browsing social media, attending an event, or interacting with customer service.
Ultimately, by understanding the customer’s mindset and emotions at each touchpoint, businesses can develop strategies to improve the customer experience and drive conversions. The key is to align the goals and objectives with the customer journey and measure and optimize the experiences that you provide along the way. By linking the sales funnel, the CX strategy of reputation, reach and relationship, and the customer journey together, businesses can create a holistic approach that will help them attract new customers, retain existing ones, and drive revenue, while also creating customer lifetime value.
If you’re looking to improve your customer experience strategy, be sure to check out the other videos in our CX playlist on YouTube. These videos dive deeper into specific aspects of CX, such as measuring and optimizing customer satisfaction, creating personalized experiences, and building a strong customer-centric culture. Click on the link and watch my other videos now and take the first step towards creating a truly exceptional customer experience for your brand.