Customer Experience Strategy: What is a CX Strategy and Why You Need One


Whether you realize it or not, your company is a part of the customer experience industry. You can be an emerging Amazon set to dominate the ecommerce industry, or you could be a drone startup offering assistance to the military – it really doesn’t matter. Customer experience is a major facilitator of business, revenue and growth – and it can’t be ignored any longer. What are you doing to improve customer experience? Are you building a customer experience strategy?

Why Do You Need a CX Strategy

Think about it from your customer’s point of view – he might be complaining to a customer support agent via phone, and your marketing team might be emailing a promotion about a discount on an industry event. What will he think about your company when he experiences something like that? He probably would think your company just wanted him to sell him your product / service.
This is why it is important to have a customer experience strategy in motion to improve customer experience. Before we set out to create a customer experience strategy, let’s understand what makes a great customer experience.  

What Makes a Great Customer Experience

Before you set out to create a level of customer experience like never before, it is important to understand what makes a great customer experience:

  • Expert Staff / People who know everything about the product or service
  • Accessibility: Easy to Get in Touch with Brand
  • Personalization: Treating the Customer like a Human with Emotions
  • Quick Query Resolution (in case of customer service)
  • Rewards / Compensation (in case of customer service)

Essentials to Deliver an Excellent Customer Experience

With customer experience, some companies get it right, some don’t. That is why it is necessary to learn what essentially a company needs to deliver great customer experience:

  • Skilled People: It is important to have a team of skilled people equipped with the right knowledge to build long lasting customer relationships.
  • Empowering Your People with the Right Technology: It is important to empower your people with the right tools and technology to better cater to customers and deliver an experience like none other. An omnichannel customer experience platform works best in a contact center. In other industries, a CRM might be sufficient – but probably not in the long term.
  • The Right Processes: Without the right processes, your people won’t be able to work in a productive manner, and will run into a lot of hurdles while trying to delight customers. Inter-departmental silos are often detrimental to delivering a seamless & consistent customer experience.

What is a Customer Experience (CX) Strategy?

Just like any other business function, to deliver good experience requires an effective customer experience strategy. Customer Experience (CX) is the perception of your experience in the eyes of the customer, and building a CX strategy to improve customer experience is imperative to reduce costs, increase value, and gain an edge over their competitors.
A customer experience strategy helps a company design the perfect customer experience the brand strives to provide. Although a CX strategy defines the ‘how’ of delivering great customer experiences, it can also define the ‘who’, ‘why’, and ‘what’ of delivering a superior level of customer experience.

Benefits of a Customer Experience (CX) Strategy

There are numerous benefits of creating a CX strategy, some of which, are crucial for any company:

  • Creating a CX strategy eliminates the possibility of different departments coming up with siloed strategies.
  • It eliminates bad customer experience faced by customers & visitors on a regular basis.
  • It strengthens and builds long-term customer relationships, minimizing customer churn.
  • It aligns the organization with the needs of the customer, and leads to better team output.
  • It allows technology to upgrade with ever-evolving customer needs, leading to better features, functionalities, and support.
  • It empowers employees to shift their thinking from business KPIs to customer delight.
  • It reduces interaction siloes between various departments of an organization.
  • It results in innovative solutions for the customer’s needs.

Functions of a Customer Experience (CX) Strategy

A customer experience strategy performs 3 critical functions:

  • It lays out the framework for the ideal customer experience.
  • It functions as a model for employee activities.
  • It helps different departments focus on customer experience and allocate budget to CX initiatives.

Ameyo FusionCX is designed specifically with the 3 Pillars of Customer Experience in mind. You won’t ever look for another customer experience platform again. Learn more about it today! If you haven’t invested in a customer experience tool yet, don’t worry! You can start by creating a customer experience strategy.