Transform your company into a Customer Centric Business with the support from a Freelance CX Expert
Position the Customer Experience strategy at the core of your business:
Understanding the CX Strategy and its weight in the overall Business strategy
Business Strategy Development is the key process in planning for the health and the future of a company business. Strategic objectives and the ways/means to achieve them are key questions to be answered during this critical process. Most common key strategic objectives adopted by the companies, like business turnover, predictability, stability, growth, profitability, innovation etc. have to a high degree a very strong dependency on the company clients and their behavior toward the business.
Therefore, the clients and the way companies deal with them and adapt to their needs should be at the core of the overall business strategy. An articulated CX strategy as part of the overall business strategy nowadays is not an option but rather a must for any successful company.
CX strategy implementation and Customer Journey Mapping process
Customer Journey Mapping is a key process which plays an instrumental role in executing the company’s CX strategy or in developing user centric products and services. It provides the company or its product development teams with a holistic user centric framework to predict, assess and measure the customer experience along the entire customer value lifecycle and across all company/product/service’s touch points. This allows the companies to continuously innovate and develop new products and services or identify user experience related areas of improvement where they can create additional value for the users.
Persona and Customer Journey Maps are parts of the Design Thinking process in the product/service development lifecycle. Persona is the key element in Customer Journey Map (CJM) because it models in great details the key characteristics of your customer/user (e.g. gender, age, education, lifestyle, interests, values, goals, needs, limitations, pain points, desires, attitudes, and patterns of behavior). This will allow for user centric product/services development by simulating/assessing future customer/users experience with the new product/service and identification of key areas that require attention. Persona’s development starts with a comprehensive market research and benchmark through data collection and data analysis that will allow you to identify opportunities for value creation for the target customer/users. Based on the findings a number of Personas are developed for a given product/service and for each persona a CJM will be developed.
As an CX Expert, I am helping companies to develop and implement Customer Experience strategies, CX Frameworks and programs that transform the way customer value is created and delivered to the final client. I am a transformation agent that thinks out-of-the-box, speaks KPIs language and gets things done within the expected quality standards and deadlines.
For every persona, a scenario is developed according to customer journey lifecycle [1.Awareness] >> [2.Evaluation] >> [3.Engagement] >> [4.Purchase/Consume] >> [5.Experience] >> [6.Loyalty]. All persona’s steps, touchpoints, channels, experiences, sentiments are plotted on the CJM. The whole process is supported by ideation/brainstorm meetings/workshops in order to reach full consensus from all stakeholders.
Customer Journey Map development - Key principles and best practices:
- Do a proper market research and segmentation before defining the personas
- Develop realistic and complete scenarios for your personas by considering the whole customer journey lifecycle
- Accurately identify and validate all personas’ expected value, touchpoints, timelines and expectations at every step in the customer journey
- Properly identify, assess, measure and validate customer feelings and emotions
- Clearly identify and prioritize each and every step where your product/service have to improve or add additional value to the personas