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  • Anton Safonov

Customer Experience Strategy 101

A customer experience strategy is a plan that guides how a brand delivers CX across all touchpoints and channels. A customer experience strategy should align with the brand’s vision, mission, and values, as well as the needs and expectations of its customers.


A customer experience strategy is powerful because it can help a brand:


👉 Stand out from the competition by offering something unique and valuable.

👉 Increase customer satisfaction, retention, and loyalty by exceeding expectations.

👉 Boost customer advocacy and referrals by creating positive word-of-mouth.

👉 Drive revenue and growth by attracting and retaining more customers.

👉 Enhance innovation and creativity by listening to customer feedback and insights.


Here is an example of a customer experience strategy guide Aquarius Hospitality Solutions developed for an online bookstore:


Customer Personas:


We have discovered three main customer personas: Bookworms, who are avid readers and buy books frequently; Casual Readers, who buy books occasionally for leisure or education; and Gift Givers, who buy books for their friends or family members.


Customer Journey Map:


We have mapped the customer journey for each persona across five stages: Awareness, Consideration, Purchase, Delivery, and Post-Purchase. We have identified the touchpoints (such as website, email, social media, etc.), pain points (such as out-of-stock items, shipping delays, etc.), emotions (such as excitement, frustration, etc.), and opportunities (such as personalized recommendations, loyalty program, etc.) for each stage.


Customer Experience Vision:


Our client's customer experience vision was set to inspire and delight book lovers with every interaction.


Customer Experience Principals:


We have four customer experience principles that guide our actions:


  • Be helpful: We provide relevant information, advice, and support to help our customers find and buy the books they love.

  • Be personal: We tailor our communication and offers to each customer’s preferences, interests, and behavior.

  • Be reliable: We deliver on our promises and ensure our customers receive their orders on time and in good condition.

  • Be surprising: We go beyond expectations and surprise our customers with extra value and delight.


Customer experience measurement and improvement:


We measure our customer experience using NPS, CSAT, CES, CLV, and Churn Rate. We also collect customer feedback using online surveys, email reviews, social media comments, etc. We analyze our data and feedback regularly and use them to improve our website design, product selection, pricing strategy, shipping options, customer service quality, etc.


Ready to map out your CX journey? Let's get started.


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