Fostering brand loyalty by delivering a great customer experience (CX) gives businesses a competitive advantage. Amid unpredictable markets and seismic changes brought about by new technologies and shifting consumer behaviour, brands prioritising CX have been proven to be better placed to meet these challenges.

This quick guide, an abridged version of Econsultancy’s Implementing a Customer Experience (CX) Strategy Best Practice Guide, provides businesses with the essential information for putting a CX strategy into action. It covers:

  • Defining CX: What does it mean to be truly customer-centric as a business, and what are the six pillars of CX that define and support this mindset?
  • The CX context: With many factors raising consumer expectations, including the growth of ecommerce and an increase in the amount of time people are spending online, what is the business case for prioritising CX?
  • The customer journey: Understanding the customer journey is key to exceeding consumer expectations at each step. How can marketers use segmentation, personas and mapping techniques to gain insights into their customers’ behaviour and preferences?
  • Brand purpose: Empowered employees and a clear brand purpose are key drivers of exceptional CX. How can brands establish brand consistency and deliver a positive employee experience (EX)?
  • Evaluating and measuring: What are the most useful metrics for measuring an organisation’s CX performance, and what can brands do to ensure they are taking a well-rounded approach to evaluation?