This presentation was developed for a workshop to educate small businesses. It was presented to SMEs for Velocity Growth Hub and Natwest Business at an event organised by SEMLEP.
The session on Customer Experience Strategy (CX) will introduce you to how the journey maps together and what customer needs you must address at each stage. The aim is to provide an understanding the the impact of a joined-up approach to customer experience (CX) at MD level.
_Mind the gap
Any trading business has a customer journey and there will always be gaps.
Why? Your business and your products don’t exist in isolation. They are constantly subject to changing circumstances. The trick is not to aim to remove the gaps and be done. The trick is to be aware of the overall shape of your business from a customer perspective…
And to act constantly and incrementally to make small, significant improvements across it.
_What is our focus today?
1. Making sure that you have a mental model of how customers experience products and services
2. Making sure that you have an overview of what customer needs you must address across the journey
3. Making sure that you leave feeling that you can take action to bring out the value of your business to your customers
The impact of mapping a complete customer journey to a framework
By having a mental model of the whole journey you are able to better understand and shape your business.
You are in a better position to shape your product to meet customer needs across the journey, ongoing.
You are in a better position to meet strategic business goals through a range of smaller initiatives, ongoing
Investing in incremental improvements across the complete journey spreads risk and enables change in more controlled, rapid and measurable ways.
Investing in incremental improvements across the complete journey allows value to move across the journey be not trapped in any one stage.
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