1.
Your Company Name Here
Creating the Best
Customer Experience
(CX) Strategy

2.
Table of Contents
Step - 01
Gathering Information for
Customer Experience Design
› Creating a Customer Persona
› Empathy Map
› Stakeholder Analysis
Step - 02
Mapping the
Customer Experience
› Mapping Customer Expectations &
Challenges
› Mapping Customer Journey
› Think Feel Do Journey Map
› Roll Out Customer Experience Survey
› Calculate Net Promoter Score
› Customer Testimonials
› Customer Feedback & Rating
Step - 03
Planning the Future
Customer Experience
› Get to the Root Cause – Root Cause
Analysis Using 5 Why
› Identify the Solution for the Root Cause
› Issues & Solutions Template
› Strategies to Improve Customer
Satisfaction
› Customer Retention Strategies
› Customer Experience Design Roadmap
2

3.
3
Gathering Information for
Customer Experience Design
STEP-
1

4.
PROFILE NAME
Designation here
Background & Demographics
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Goals
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Daily Challenges
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Common Objections
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Biggest Fears
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Change Expectations
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Purchase Criteria
Typical Buyer’s Journey
Awareness Research Interest Decision
Creating a Customer Persona (1/3)
A persona is a representation of your target audience based on market research describing their demographics, interests, goals, and challenges.
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Hobbies & Interests
4

5.
SEAN HENNING
Designation here
# Street number, city, state
emailaddress@gmail.com
+123456789
Creating a Customer Persona (2/3)
Buyer persona helps you develop a deeper understanding of your target audience which aids in creating the right customer experience strategy for them.
Background:
› President of marketing,
founded 25 years ago
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› Have less employee turnover
› Have a retirement plan
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Goals:
› Keep customers from switching to
competitors' product
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Challenges:
› Low quality of
product packing.
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Common Objections:
› Business losses after retirement
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Biggest Fear:
› Playing golf
› Riding horse
› Tracking on small mountains
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Hobbies & Interests:
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Demographics:
› Male
› Age 45
› Annual income $ 300000
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6.
Creating a Customer Persona (3/3)
Use this persona profile template to showcase behavior and interests of your target customer. One can develop 1-5 personas to have a clear understanding of the customer.
Persona Profile
How she finds us
What she wants to know
Why she buys from us
Pain points
What she doesn’t want
Service teams
PROFILE NAME
Designation here
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Who is She ?
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› She is an innovator and isn’t
afraid to take risks.
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7.
Empathy Map (Option 1 of 2)
An empathy map is a tool to understand the needs of the customers and what they think, feel, say and do.
1 WHO are we empathizing with?
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2 What do they need to DO?
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GOAL
6 What do they HEAR?
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3 What do they SEE?
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4 What do they SAY?
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5 What do they DO?
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PAINS
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GAINS
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7 What do they THINK and FEEL?
7

8.
Empathy Map (Option 2 of 2)
An empathy map is a tool to understand the needs of the customers and what they think, feel, say and do.
1. WHO are we empathizing with?
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2. What do they need to DO?
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› Add text hereGOAL
6. What do they HEAR?
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3. What do they SEE?
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4. What do they SAY?
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5. What do they DO?
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PAINS
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GAINS
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7. What do they THINK and FEEL?
8

9.
Stakeholder Analysis (1/2)Before developing customer experience strategy, stakeholder analysis should be performed to know their attitudes and their influence. This helps create the right engagement strategy and
ensure CX project success.
STAKEHOLDER MATRIX
Power
Interest
› High power, highly interested people (Engage Closely):
Make full efforts to satisfy these people.
› High power, less interested people (Keep Satisfied):
Engage them only to keep them satisfied but not to an extent
that they become bored.
› Low power, highly interested people (Keep Informed):
Keep these people informed; they can in fact help you in your
project by giving support.
› Low power, less interested people (Monitor):
Put the least effort here; keep them informed but not so much
that they get bored.
Keep Satisfied
Engage Closely &
Influence Actively
Keep Informed
Monitor
(Minimum Efforts)
Stakeholder
Name Here
Stakeholder Name
Here
Stakeholder Name
Here
Stakeholder
Name Here
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10.
Stakeholder Analysis (2/2)
Use the below stakeholder communication to keep track of the needs of stakeholders, mode of engaging them
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Stakeholders Power/Interest Key Interest & Issues Communication Vehicle Frequency
Name Here High Power, High Interest
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Email, One-to-one meetings Once a week
Name Here
High Power, Low Interest
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PowerPoint presentations
Once a month
Name Here Low Power, High Interest
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Name Here Low Power, Low Interest
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10

11.
11
Mapping the
Customer Experience
STEP-
2

12.
Mapping Customer Expectations & Challenges
To develop the perfect customer experience, you need to know their expectations and the current problems they are facing while dealing with your business.
Customer Frustrations:
› A more personalized experience
› Quick resolution to their problems
› Polite and prompt customer service
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What Customers Want:
› Long waiting times
› Failure to quickly resolve an issue
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40%55%70%
70%
of customers want a
fast resolution
55%
of customers want a
favorable outcome
40%
of customers want
convenience
45%75%65%
65%
of customers hate to
repeat themselves
75%
of customers are not getting
their issues resolved during
first contact
45%
of customers hate
waiting for a response
on email, social or chat
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 12

13.
Mapping Customer Journey (1/2)
Use this design tool to map out how customers interact with your brand and their experience, both good and bad.
Navigate
Website
Visit
FAQ Section
Submit
a Request
Follow up from
Customer Service
Resolution
Customer Process
› Arrive at website
› Navigate for help section
› Look for relevant section
& answers
› Search contact numbers
› Find query form
› Submit Query
› Wait for call back
› Can it be dealt or referred
?
› Problem is solved by
customer
Internal Process Internal process example Internal process example Internal process example Internal process example Internal process example
Experience
Example of positive
experience
Example of negative
experience
Example of negative
experience
Example of average
experience
Example of positive
experience
Improvements & Key
Learnings
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
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14.
Customer Journey Map (2/2)
Here is another customer journey template to list out customer interactions at each stage of the buyer journey, their thoughts and experiences.
Acquire Days Nurture Days Convert Days Retain days
Find customers for an event › Make sure the costume will arrive
on time and fit
› Find the best price
Decide on costume and place order Have an awesome costume that
everyone likes
1. Online research
2. Site visit
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4. Add text here
5. Add text here
1. Click on welcome email
2. Visits product page
3. Add text here
4. Add text here
5. Add text here
6. Add text here
1. Add items to cart
2. Estimates shipping
3. Add text here
4. Add text here
5. Add text here
1. Order processed email
2. Shipping tracking email
3. Add text here
4. Add text here
5. Add text here
6. Add text here
› What color/ sizes are available?
› Are competitors offering a cheaper
price?
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› Do they have positive reviews?
› Am i paying too much?
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› How much am I paying for
shipping? Too much?
› Do i buy another product for free
shipping?
› Can I track my order?
› Did it arrive on time?
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› Offer more competitive prices
› Polish website appearance
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› Encourage more customer
engagement on social media
› Make my returns policy more
simple and user – friendly
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› Offer free shipping for large orders
to encourage multiple purchases
› Streamline the buying process
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› Personalize the delivery process
› Stay in contact with the customer
and request a review
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Recommendations:
Buying Cycle
Customer
Goals
Touchpoints
Customer
Thoughts
Overall
Customer
Experience
Ideas to
Improve
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15.
Think Feel Do Journey Map
You can also use Think Feel Do journey map to get a deeper understanding of their thinking and behavior during buying journey.
STAGES
Mediums
Doing
Thinking
After Trip
Deciding to
Plan a Trip
Gathering
Options
Organizing
Plan
Booking
Tickets
Preparing
for Trip
Going
on Trip
When can I travel ?
Where should I go?
Who can I go with ?
What can I do?
What things I want to do?
What have other people
done
I would like?
What do I want to do?
What can I put in the time
frame?
Does the schedule fit into the
rest of my plan?
Can I get a
discount?
Where is the best
place to buy it form?
I hope I don’t forget
something.
I am so excited to travel.
Have I prepare well?
Can I keep track of my
plan well?
I am glad to make good
plans.
I hope that everything goes
well.
The trip is amazing. I
want to tell others
about my travel.
Seeing what other did Deciding specific time for
each activity
Packing things related to
activities on trip
Looking up
locations Deciding
the frame
Asking for suggestions Getting opinions from others
Buying Tickets
Preparing means to keep
track of plans while on trip
Modifying plans Referring to
other options
Posting plans Sharing
experience
Researching
Online
Narrowing
Options
Check what
plans are
Do
Activity
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Feeling Excited about
travelling, but uneasy
about planning.
Curious about others’
opinions. Overwhelmed
by options.
Overwhelmed by options.
Worried about the time
frame.
Anxious and excited. Happy, calm and organized. Happy ,relaxed.
15

16.
Roll Out Customer Experience Survey (Option 1 of 2)
Roll out the survey on a sizeable number of your population to get feedback and reliable data on customer satisfaction.
1. How satisfied are you with the delivery of our products?
2. How do you rate the response time of our Sales Representative?
3. How satisfied are you with the quality of our products?
4. How satisfied are you with the quality of our Custom Gasketing Products?
5. How do you rate our customer communications?
6. How would you rate the PRODUCT KNOWLEDGE of our:
a) Order Desk/ Inside Sales Representative
b) Outside Sales Representative
c) Counter/ Showroom Sales Representative
7. Rate your overall satisfaction with the customer services.
8. What product and/or service characteristics do you like?
9. What product and /or service characteristics do you dislike?
Very
Satisfied
1
Very
Dissatisfie
d
5
Somewhat
Dissatisfie
d
4
Neutral
3
Somewhat
Satisfied
2
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17.
Roll Out Customer Experience Survey (Option 2 of 2)
Roll out the survey on a sizeable number of your population to get feedback and reliable data on customer satisfaction.
1 2 3 4 5
1. How satisfied are you with the delivery of our products?
2. How do you rate the response time of our Sales Representative?
3. How satisfied are you with the quality of our products?
4. How satisfied are you with the quality of our Custom Gasketing Products?
5. How do you rate our customer communications?
6. How would you rate the PRODUCT KNOWLEDGE of our:
a) Order Desk/ Inside Sales Representative
b) Outside Sales Representative
c) Counter/ Showroom Sales Representative
7. Rate your overall satisfaction with the customer services.
8. What product and/or service characteristics do you like?
9. What product and /or service characteristics do you dislike?
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1. Very Satisfied
2. Somewhat
Satisfied
3. Neutral
4. Somewhat
Dissatisfied
5. Very
Dissatisfied
17

18.
9 10
Calculate Net Promoter ScoreThe Net Promoter Score measures the willingness of customers to recommend the company's products or services to others. It helps in gauging the customer's overall satisfaction with the
company's product or service.
What is the likelihood that you would recommend Company X to a friend or colleague?
0 1 2 3 4 5 6
PromotersPassivesDetractors
7 8
-100
0
100
Your Score
0
NPS
Net Promoter Score % of Promoters % of Detractors
Promoters (9 or 10): These customers keep coming back to your product or service
and refer their friends.
Passives (7 or 8): This group was satisfied with their experience, but they may
easily switch to competing companies and are not likely to recommend.
Detractors (6 or below): Customers in this group had an unpleasant experience with
your company and may voice their dissatisfaction to others.
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19.
Customer Testimonials
19
Gather customer testimonials to see what attribute of the company customers liked the most.
› Write Client Testimonial Here”
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Add company logo
Client 01
Company Name
› Write Client Testimonial Here”
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Add company logo
Client 02
Company Name
› Write Client Testimonial Here”
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Add company logo
Client 03
Company Name
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20.
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Customer Feedback & Rating (Option 1 of 2)
Keep a track of customer feedback, both positive and negative to get the complete picture.
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1Customer
Customer 2
Customer 3
Customer 4
Customer 5
20

21.
Customer Feedback & Rating (Option 2 of 2)
Keep a track of customer feedback, both positive and negative to get the complete picture.
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Customer 1 Customer 2 Customer 3 Customer 4 Customer 5
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22.
22
Planning the
Future Customer Experience
STEP-
3

23.
Get to the Root Cause – Root Cause Analysis Using 5 Why
Use the 5 Whys framework to identify the root cause why customers are facing a particular problem.
Each step must explain
the step above…
…Down to the
underlying root cause.
01 Why did it happen?
02 Why did it happen?
03 Why was that?
04 And why was that?
05 And why was that?
ROOT CAUSE
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24.
PROBLEMS:
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SOLUTIONS:
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Identify the Solution for the Root Cause
Once the root causes have been identified, brainstorm to come up with the best solutions for the challenges.
23
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25.
Issues & Solutions Template
Based on the ideas of the team, identify the problems and solutions for each of the pain points of the customer.
ISSUES SOLUTIONS
› 24/7 Live Chat
› Integration of Chatbot on Website
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Slow Response Time for Resolving Issues1.
Add Text Here2.
Add Text Here3.
Add Text Here4.
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26.
Strategies to Improve Customer Satisfaction (Option 1 of 2)
Outline the changes that you plan to implement with regards to processes and policies for a better customer experience.
› Personalized messages &
discounts
› “Thank you” messages for
appreciation
› Appreciate your staff –
Higher the employee
satisfaction, higher the
customer satisfaction
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PEOPLE POLICY PROCESS PRACTICE
1 2 3 4
› Set clear customer
expectations & meet them -
Example Response within 24
hours to any query
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› Communicate with
customers via social media
platforms
› 24/7 Customer Interaction
via chat, email, etc.
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› Make Customer Priority part
of your mission & vision
statements
› Customer friendly policies-
Return, Exchange, etc.
› Add text here
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27.
Strategies to Improve Customer Satisfaction (Option 2 of 2)
Outline the changes that you plan to implement with regards to processes and policies for a better customer experience.
› Make Customer Priority part of your
mission & vision statements
› Customer friendly policies- Return,
Exchange, etc.
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› Add text here
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POLICY
› Communicate with customers via social
media platforms
› 24/7 Customer Interaction via chat, email,
etc.
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PROCESS
› Set clear customer expectations & meet them
- Example Response within 24 hours to any
query
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PRACTICE
› Personalized messages & discounts
› “Thank you” messages for appreciation
› Appreciate your staff – Higher the
employee satisfaction, higher the customer
satisfaction
› Add text here
PEOPLE
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28.
Customer Retention Strategies
Also outline strategies and measures to increase customer retention and brand loyalty.
KEY STRATEGIES
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Regular
Reviews
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capture your audience's
attention.
Personal
Touches
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capture your audience's
attention.
Questionnaire/
Surveys
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capture your audience's
attention.
Premiums
& Gifts
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capture your audience's
attention.
Loyalty
Programs
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capture your audience's
attention.
Overcome
Buyers Remorse
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capture your audience's
attention.
28

29.
Jan
2019
Feb
2019
Mar
2019
Apr
2019
May
2019
Jun
2019
Jul
2019
Aug
2019
Sep
2019
Oct
2019
Nov
2019
Dec
2019
Mobile
Business intelligent & web
analytics
User generated content (UGC)
social media
Content management system
(CMS)
User experience
Information architecture / search
Customer Experience Design Roadmap
Lay out all the measures for improved customer experience (CX) with a timeline to keep a track of the progress and implementation.
Months
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30.
30
Icons Slide for
Creating the
Best
Customer
Experience
(CX) Strategy

31.
31
Additional
Slides

32.
Agenda
32
Agenda - 01
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33.
Company Introduction
33
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Values Client
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Target Audience
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Creative

34.
Our Vision Mission Values
34
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Vision Mission Values

35.
Our Goal
35
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Goal 01
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Goal 02
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Goal 03

36.
Organization Chart
36
CEO
Peter Lee
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Director
Sophia Williams
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Developer
Chris Tucker
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Designer
Marry Graves
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Editor
John Graves
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37.
Comparison
37
V/S60% Male 40% Female
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75.534
Users
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changes automatically based on data. Just
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54.323
Users

38.
Bar Chart
38
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Product 01
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Product 02
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2018
2019
2020
Product 01
Product 02

39.
Pie Chart
39
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
15%
17%
14%
13%
12%
4%
7%
18%
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40.
Dashboard
40
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Text Here
10%
0%
50%
100%
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Text Here
50%
0%
50%
100%
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Text Here
90%
0%
50%
100%

41.
Linear Diagram
41
Text Here
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Text Here
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Text Here
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Text Here
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Text Here
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42.
Circular Diagram
42
Text Here
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Text Here
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Text Here
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Text Here
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43.
Roadmap
43
Start
End
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2019
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2017
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2018
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2020
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2016

44.
Timeline
44
2020
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2019
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2016
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2017
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2018
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45.
45
# street number, city, state
Address
e-mailaddress123@gmail.com
E-mail Address
0123456789
Contact Number
Thank
You