Customer loyalty is a strategic priority for a company. The challenge of customer loyalty is the ability of a brand to personalize the customer experience in a consistent and qualitative manner. But it has a cost. If you want to (re)level up your customer experience strategy, give your customers you want to maintain a memorable experience with (re)design the customer experience, 1min30 with this book…

What is customer experience (re)design?

Customer experience (re)design is a method that serves three purposes:

  • Retain Your Best Customers: This allows you to improve your understanding of the customer journey and have an accurate vision of the moments of truth throughout the journey of the customer and your brand. ,
  • Align your operations, marketing, communications, sales and customer service teams: This allows your teams to move in the same direction and communicate around relevant indicators of customer experience;
  • Define and prioritize your actions and your investments in customer experience: This allows you to design your customer experience strategy and prioritize the investments to be made.

Thanks to this method, your marketing, communications, sales, operations and customer service teams will be able to better collaborate to design and deliver a customer experience strategy.

Customer Experience Mapping, what is it?

This methodology provides a customer experience map that provides an overview of customer experience specifications:

  • Communications ;
  • marketing and sales;
  • operations and customer service;
  • All the sub-features of these subjects.

The main purpose of this mapping is to show you the need to break down the silos between these different specialties and the importance of collaborative work around a common approach.

The 4 Steps to (Re)Design the Customer Experience

1. Customer Focus Canvas : This step allows you to ask yourself the right questions and helps you implement a tailor-made loyalty strategy.

  • Which customers do we want to provide the best experience: What are the profiles of my ideal customers to keep and achieve as a priority? What is their monetary value? What is their impact value?
  • How do they buy: What products/services do they buy? How do they find out before buying? What are their selection criteria? How often do they buy? Which sales channel do they prefer to buy from?
  • How do they respond to business incentives: What is their level of participation in business events (personal communication and point of sale events)? Which media and offers do they value the most? Do they appreciate the frequency of entertainment? What is their commitment (if any) to the loyalty program?
  • Why do they make the buyback decision: Why do they buy new products/services/solutions?
  • What is their satisfaction: What is their level of satisfaction? What do they like most/least about their experience with the brand?
  • What is their opinion: How do they express themselves on the brand? Do they recommend brands?
  • What value proposition do they expect: What are their key transactional expectations? in terms of service? In relational terms? from a social point of view?

2. Customer Journey : At this stage, you formalize all physical or digital interactions, their positive or negative feelings and emotions for your ideal customer.

3. Matrix of Enchantment : You delegate tasks to address issues and enhance the experience delivered to the customer.

4. Customer Experience Planning : Lastly, you align operations, sales, marketing, customer service and communications on priority investments.

So say goodbye to the overly generic and inappropriate loyalty methods and start building your tailor-made loyalty strategy now thanks to (re)designed the customer experience. Discover the full method in this book, Available on Amazon: Customer Experience Redesign! The customer experience (re)improved!