5 Cant Miss Considerations To Build A Highly Eective

Customer Experience Framework

Who are your customers? What do you want to do for your customers and get better? Are your
employees aware of your vision? Answers to these questions are an absolute necessity for
business leaders to deliver a seamless customer experience.

The most powerful journey maps are produced when the right leadership support is provided,
the appropriate people are involved and the necessary data is analyzed.

-Augie Ray, Research Director, Gartner for Marketers.

What is Customer Experience (CX)?

Customer Experience (CX) is the term used to describe a companys interactions with a customer.
It is an essential chunk of Customer Relationship Management (CRM) which is divided into three
elements such as, the customer journey, the brand touchpoints, and the environment where the
customers expectations are being matched.

According to a recent Gartner survey, 89% of companies expect to compete mostly on the
basis of customer experience, versus 36% four years ago.

Why is Customer Experience (CX) Important?

As per experts research, customer choice has become the main dierentiator, they have multiple
choices between products and services to pick from and can call for an omnichannel experience,
so, it becomes very important for enterprises to not only deliver a product or a service to their
customers, they also need to shift their focus to customer experience management (CEM) by
delivering it with a customer service excellence and dierentiating the brand from competitors.
The kind of experience they get, decide their loyalty and advocacy, as customers carry
experiences throughout their journey. Always remember a company cannot run successfully
without its customer, thus your customers owe your brand name, not you. Bloomberg
Businessweek took a survey and found that delivering a great customer experience has become
a primary strategic objective. Also, a recent Customer Management IQ Survey says, 75% of
customer management executives and leaders rated customer experience as the highest
importance.

A Journey Framework

Source: - Gartner

A customer journey framework provides a structured approach to Customer Experience. The

framework is needed to align companys ideas to be more customer-centric and have
omnichannel exposure and interact with customers to deliver an outstanding customer
experience.

Here are the 5 key points to be kept in mind while strategizing the foundation for a
customer experience framework:

MAP CUSTOMERS
MAP CUSTOMERS JOURNEY
JOURNEY

A customers journey framework shows how companys vision and transformation activities are
created, with a more detailed customer experience. It helps business leaders understand the
customers interaction with their product and unveil improvement opportunities. Lewis C. Lin is a
bestselling author and according to him, there are 5 stages of the customer experience which are
called 5Es. They are;

A customers journey framework shows how companys vision and transformation activities are
created, with a more detailed customer experience. It helps business leaders understand the
customers interaction with their product and unveil improvement opportunities. Lewis C. Lin is a
bestselling author and according to him, there are 5 stages of the customer experience which are
called 5Es. They are;

Entice: What event triggers a user to enter into the UX funnel?

Enter: What are the rst few steps in the UX funnel?

Engage: What task(s) is the user trying to accomplish?

Exit: How
Exit: How does
does the
the user
user complete
complete the
the task?
task?

Extend: What
Extend: Whatfollow-up
follow-upactions
actionsoccur
occurafter
afterthe
theuser
usercompletes
completesthe
thetask?
task?

UNDERSTAND CUSTOMERS
UNDERSTAND CUSTOMERS PERSPECTIVE
PERSPECTIVE
It is one of the most imperative foundations of the Customer Experience (CX) framework. Its all
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IDENTIFY REQUIRED ACTION
IDENTIFY REQUIRED
While creating ACTION
a customer journey framework, enterprises have to go through both positive and
negative experiences. As the framework design helps to determine what the future customer
experience
While creating
is going
a customer
to be like,
journey
leaders
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can identify
enterprises
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go through both
and align
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TRANSFORMING
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THE CUSTOMER in delivering
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or thinks andEXPERIENCE WITH MULTIPLE
nd a way to improve. TOUCHPOINTS
Once the relevant action is
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ll the gapDesign
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the investments and plan accordingly. An organization needs multiple channels and touchpoints
BUILD
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Having the framework will help an organization to proceed with current journey to the expected
journey. It is an area which requires focus for higher retention and empowers decisions to
enhance end-to-end customer experience, address vital touchpoints and build a customer-
centric approach.

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