Customer Experience (CX) Design involves understanding a customer's entire journey interacting with a brand from search to purchase to support. CX Design is important because consumer behaviors are changing rapidly with new technologies, and customers now expect positive experiences at every touchpoint. Research shows the majority of purchasing decisions are influenced by how customers feel they are being treated. However, a study found that only 18% of companies provided a good customer experience in 2016, the lowest rating in years. Effective CX strategies put the customer first, understand their needs and expectations, create seamless experiences across all channels, and continuously measure feedback to improve the customer experience. Excellent CX Design can help brands build loyal customers who become brand ambassadors.

1. Customer Experience Design
Strategy
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2. What is Customer Experience Design?
Customer Experience (CX) Design is based on your
customer’s journey from an internet search to landing on
your website, ordering a product, receiving your email
promotions, posting reviews and feedback on social sites
or calling your customer service helpline. CX also includes
what type on experience your customer will have when
they visit your store.
Consumer behaviors are constantly changing as they
engage with new technology and social media
platforms. The old model of building awareness,
interest and pushing messages is not an effective
strategy in today’s digital arena.
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3. Customer expectations are rising and they expect every
interaction they have with your brand to be a positive and
pleasurable experience.
Research from McKinsey found that 70 percent of the
buying experience is influenced by how the customer
feels they are being treated.
The Temkin Group’s 2016 Customer Experience Rating
study showed a major decline in customer experience.
The percentage of good and excellent companies dropped
from 37% in 2015 to only 18% in 2016 – which is the
lowest rating since 2011.
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Customer Expectations

4.  Effective CX strategy
focuses on creating
customer experience
designs that put the
customer first and aims
to delight.
 Brands have to go above
and beyond to
understand what their
customer is looking for
and what they expect to
receive from interacting
with your product or
service.
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Strategies for Designing CX
*Image source: DrewLepp

5. 1. Your vision statement: Create a vision of what your values and
goals are as a company and ensure every employee in your company
supports your vision and values.
Example - The American Express blue box values states that it aims
to be the world’s most respected service brand by supporting team
members so that they can in-turn provide exceptional service to their
customers.
2. Know who your customer is: Understand what your customers are
looking for and what rewards they will get when they interact with your
brand. Having empathy for your customers will help you connect with
them and build a loyal relationship. Basically you have to demonstrate
that you care about your customers and your company puts them first.
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Key Strategies for Designing Exceptional
CX

6. 3. Create Seamless Experience: Your brand vision should be
communicated at every step of the customer experience including your
products, packaging, delivery, policies, on your website, apps,
shopping online down to how your customer service staff talks to your
customer. In terms of digital strategy ensure Exceptional customer
experience is integrated across all platforms such as your mobile site
and apps, emails, SMS marketing, and social media channels.
4. Constantly measure how you are doing with customer
experience: Make feedback an easy process and respond to
customers in real time. Keep track of your Net Promoter Score (NPS)
by asking direct questions such as - Would you recommend this
product? Is this information helpful?
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Key Strategies for Designing Exceptional
CX

7. When you build
Exceptional
Customer
Experience, you put
your customer first.
This will help you
create services and
products that are
needed.
What can be
more effective
than having
your
customers
become your
loyal brand
ambassadors?
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CX Design Strategy

8. EXCELLENT CX
DESIGN =
CX Design Strategy
Exceptional Customer Experience Design will help your brand build
loyal relationships with your customers by delighting them
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