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July 2, 2024

Customer experience strategy: A step-by-step guide

In today's hyper-competitive business landscape, customer experience has emerged as a key differentiator. It's no longer just about selling a product or service; it's about creating memorable interactions and fostering long-term relationships. Many global companies have initiated the process of enhancing their CX. However, what's the inaugural stride toward securing a thriving customer experience? Where does a business kickstart? The solution lies in nothing more than a meticulously crafted customer experience strategy.

Moreover, a well-crafted customer experience management strategy can set your business apart, driving customer loyalty, advocacy, and, ultimately, growth. 

In this guide, we'll walk you through the step-by-step process of creating a CX strategy that resonates with your audience and drives business success.

Highlights of the blog:

  • What is a customer experience strategy?
  • 6 Steps to Create a Customer Experience Strategy
  • Understand who your customers are
  • Listen carefully to customer feedback
  • Train and support your agents
  • Refine your CX strategy at every touchpoint in the customer journey
  • Implement Improvements
  • Measure your CX strategy
  • Conclusion
  • FAQ

What is a Customer Experience Strategy

A customer experience strategy is a comprehensive plan that outlines how a business intends to create and deliver positive customer interactions and experiences across all touchpoints and channels. Also, it involves understanding customer needs and preferences, defining the desired experience, and implementing initiatives to consistently meet or exceed customer expectations. 

The strategy encompasses various aspects, including customer service, product design, marketing communications, and post-purchase support, to foster customer loyalty, satisfaction, and advocacy. However, it outlines your target audience, the problems they are having along the way, and your strategy for resolving those problems.

6 Steps to Create a Customer Experience Strategy

1. Understand who your customers are

Understanding who your customers are is the foundational step in creating a customer experience strategy. Only when you can relate to and feel empathy for the circumstances that your customers face, can you truly comprehend their requirements.

Furthermore, you may create personas or customer profiles based on how your customers are divided up. Each persona can also have a name and a personality assigned to it.

Moreover, your customer service representatives can recognize them and gain a deeper understanding of them. This can make your company genuinely customer-centric.

2. Listen carefully to customer feedback

A key component of any digital experience strategy is real-time customer feedback. In fact, according to the study, 85% of small and medium-sized enterprises say that online customer feedback has been beneficial to their business.

Nevertheless, engage in real-time communication with customers by using live chat solutions. Along with utilizing comparable customer experience tools, you can also send a follow-up email to every customer following post-interaction surveys.

Additionally, you can call customers in an outbound sales manner. You receive more insightful comments when you do this.

It is also crucial to connect a specific customer care person with feedback from customers. This demonstrates the value that every team member brings to the company.

3. Train and support your agents

According to the statistics, 59% of employees claim they had no workplace training and that most of their skills were self-taught. Therefore, a positive customer experience starts with a positive employee experience. Customers prefer interacting with engaged and knowledgeable support agents rather than stressed and confused ones. They seek connections with agents who can effectively solve their problems.

On the other hand, investing in your team's well-being enhances customer loyalty. Friendly, knowledgeable agents who can quickly resolve issues lead to an improved support experience. To keep agents happy and informed, provide robust customer service training, create a supportive work environment, and equip them with the necessary tools. Thus, regularly gauge engagement through 1:1 meetings, team check-ins, and employee engagement surveys to gather feedback on their challenges and successes.

Invest in tools that improve agent workflows, such as a flexible customer relationship management (CRM) platform. This helps organize information and provides the context needed for agents to address customer concerns effectively. A shared agent workspace also facilitates collaboration, leading to faster resolutions.

4. At each stage of the customer journey, improve your CX strategy

To create a great customer experience, it is essential to consider the entire customer journey rather than focusing solely on individual touchpoints, as customer journeys have a stronger impact on business results. Understand the end-to-end experiences and how customers perceive each interaction. 

Further, by examining the customer journey, you can identify and address problems, leading to improved experiences. This approach helps minimize friction, enhance business relationships, and drive growth. Stay updated on the latest customer experience trends to refine and improve your strategy continually.

Related article: Customer Journey Touchpoints: What Are They And How to Optimize them?

5. Implement Improvements

In this process, strategic changes are made to improve customer experience strategy based on gathered insights. Issues and improvements are prioritized according to their impact on the overall customer experience, initially addressing high-impact pain points for a quick and significant boost in customer satisfaction.

Hence, digital customer experience management (CEM) solutions can be incredibly helpful in tracking these improvements. Also, these tools allow you to monitor changes in customer satisfaction, engagement, and other key performance indicators (KPIs) as you update digital content and touchpoints. Continuously collect feedback and data even after making adjustments to assess their effectiveness.

6. Measure your CX strategy  

To determine the success of a CX strategy and identify areas for improvement, you need a plan for measuring success. This measurement plan should utilize metrics to monitor various data sources. 

KPIs and CX indicators will be used to track business value. These KPIs are usually divided into three categories: outcome-based, perceptive, and descriptive measurements.

Moreover, descriptive metrics address questions about the timing, location, and manner of your business interactions with customers.

Perceptive metrics aim to gauge the customer's perception of their interactions with your business. This includes reviews, ratings, and the Net Promoter Score (NPS), which measures customer loyalty based on their likelihood to recommend your business to others.

However, analysis of customer feedback, digital interactions, and the performance of various digital touchpoints is conducted to identify trends, patterns, and areas requiring additional attention.


Summing up, crafting a CX strategy for your business is an ongoing process. As technology, your products or services, and customer needs evolve, so should your approach to delivering customer satisfaction. Regularly allocate time to assess and enhance your customer experience strategy.

In addition, constant efforts are necessary to enhance the customer experience in a changing environment. Focusing on a digital experience strategy is crucial for this improvement. As a result, a positive customer experience fosters loyalty, boosts retention, and drives revenue growth.

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1. What is a customer experience strategy?

A customer experience strategy is a holistic plan designed to enhance every touchpoint a customer has with a brand, from the initial interaction to post-purchase support. Further, it goes beyond just transactions and focuses on creating meaningful and lasting relationships with customers.

2. Why is a CX strategy important?

A well-developed CX strategy is crucial because it can lead to increased customer satisfaction, higher loyalty, improved retention rates, and revenue growth. Customers who are satisfied with a brand are more likely to use it again and refer others to it.

3. What are the key components of a customer experience management strategy?

Here are the key components of CX strategy:

  • Customer segmentation and persona development to tailor experiences to specific customer groups
  • Designing a seamless omnichannel experience across all touchpoints
  • Fostering a customer-centric culture that prioritizes the customer experience
  • Investing in technology to support personalization and data-driven insights
  • Continuously gathering and acting on customer feedback

4. What are touchpoints in a customer journey?

Touchpoints are any interactions customers have with your brand, from pre-purchase (advertising, social media) to purchase (in-store, online checkout) and post-purchase (customer support, follow-up emails).

Learn more about how the Live product family can help you support and improve your customer experience strategy.

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