Lilit Davtyan is the CEO of phonexaan all-in-one marketing solution for calls, leads, clicks, email, SMS, accounting and more.
For companies across all industries, scaling revenue growth is the ultimate goal, and no business initiative has a more direct impact on this than customer experience strategy. I’ve found that an effective CX strategy can help drive traffic, scale the business, and increase customer loyalty and retention.
As CEO of a marketing software and automation company, my responsibilities include leading our company into new growth areas. From my experience, business growth is driven by a CX strategy. A solid strategy can not only help you scale your business, but also empower and encourage customers to stay loyal to your brand.
While businesses can use a CX strategy that works today, it’s always good practice to redefine the approach in the future. Even thriving companies need to reassess their CX strategy to keep up with the ever-changing demands of the modern consumer.
Here are three ways to redefine your CX strategy to keep your business nimble, especially during a period of economic uncertainty.
Make sure the customer is a good fit for your product.
A truly effective CX strategy starts before the first interaction with a potential customer. For example, I need to make sure that my company’s technology is suitable for a potential customer.
To do this, the first step is to identify key customer pain points by having transparent communication up front. You can then determine whether the customer is a good fit for your product and vice versa. As a result, all parties are always on the same page and you can work together to create a beneficial experience for the customer. From there, you can assess your current CX approach and identify actionable steps to increase its effectiveness.
Assemble the right team to solve customer-specific needs.
To efficiently solve a customer’s pain points, you need to put together the right team. To build a good team based on a customer’s specific needs, you need to confirm that each team member understands the customer’s journey and business very well.
It helps if the team consists of experts in the field in which the customer operates. If that requires additional in-house training, it should be done to optimize the CX for that particular customer.
Good communication with a customer will also significantly improve the CX in the future. By accepting and evaluating customer feedback, you gain a better understanding of your target audience, which is helpful when creating buyer personas. Analyze your customer’s business goals and deliver an experience that delivers the solutions they’re looking for.
Consider leveraging new technologies to advance your CX strategy.
More than ever, technologies are being used to streamline business processes, but what technologies can a company consider deploying to advance its CX strategy? One place you could start is using some sort of monitoring and tracking software to help organize team members’ communication with customers. This can be in the form of a customer relationship management platform or any other tool that helps your team get organized.
Regardless of which technical tools you use, keep in mind that the tool should be easy to implement for all team members and should be well monitored to ensure everyone shares their feedback. For example, if one in three people don’t participate or enter their customer interactions into the tracking portal, it will break the whole process and ultimately hinder the customer experience.
Trying to bring in a new customer and identifying at least one key business opportunity doesn’t mean that other potential opportunities should be ignored. The idea is to understand the customer as a whole, identify their immediate needs, and then work with them to resolve those needs, if possible.
For example, if we know on the technology side of my business that the customer has preferred to use a particular feature, we need to come up with a plan and find out if that’s something we can build for the customer or if we come up with a better solution. This helps us focus on the hygiene of the customer relationship rather than just selling a platform. Having that kind of balance is key to a successful CX strategy.
A well-thought-out CX strategy can drive a company toward long-term success. That’s why having a calculated plan is crucial.