The CX Factor: 3 Tips for Designing a Smart CX

March 15, 2017
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Consumers have more choices than ever.

Take coffee.

Once upon a time, in the 20th century, there was instant grocery store coffee, at least in North America. If you were born in, say, Italy, different story.  Anyway, back in this continent, small “gourmet” coffee companies started appearing in the late ‘60s, such as Peet’s, which originated in Berkeley, CA, as a one-man venture. It became one of Starbucks’ fiercest rivals in the late ‘80s when the Seattle behemoth cornered the market and became an industry standard. Since then, coffee competition has nudged even fast food and doughnut joints to up the ante on their Styrofoam cup coffee choices. Canned store and instant coffee still exist, but most people these days have probably never even tried them, unless they were visiting an elderly relative in a remote location.

The point is, as business grows, so do consumer choices and expectations.

And as consumer choices increase, so do the marketing strategies for attracting and keeping customers. As a business, what are the most important factors to consider when investing limited resources into customer communications initiatives and tools?

Here are three to consider when you put your CX game plan in place:

  1. Get the Right Tools. If you plan to use Microsoft Dynamics 365 for CRM, for example, you can choose from a suite of business applications, rather than buying a block of them and sifting through it all to figure out what you need. This way, you can license what you need, and add as you need to. This strategy is a good starting point with whatever tools you decide on. Start with a basic list of what you need to accomplish, make a corresponding list of customer communications and tools, and go from there.
  1. Channel your inner customer. If you were your customer, what would you want that would be delightful and keep you coming back? In my experience, convenience is a big one, like when you take your car in the shop and you get your courtesy vehicle for free.
  1. Enable happy customers spread the word. Here’s a real-life example. It’s about those pre-fab food kits that are gaining in popularity, where a company will ship meal ingredients and recipes to your doorstep, cutting out grocery shopping and tedious dinner decisions. A friend recommended it and after a few weeks, I was hooked. At the time, I wondered how this new company could afford to offer no-risk promotions. A year later, as a permanent customer, I understand. This start-up company has probably grown its customer base exponentially through the free-week referral strategy.

Customers are complex and even sometimes demanding, but if you consider what they want and match it with what you have to offer, you stand a better chance of coming up with a win-win CX strategy.

Don’t for get to check out our twitter chat #thecxfactor for more tips on how to keep and grow your customer base.

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