To create a consistent, customized experience for your customers, you need a well-rounded view of the entire experience and all its parts. When you’re able to see the customer experience in full, you’ll streamline targeting and optimize communication.
By streamlining targeting, you learn which customer segments are interested in specific products and services, plus which channels you should use to target these specific customers. You’ll then uncover the best ways to communicate with that specific segment, including the sort of messaging they respond to.
What You Need to Create a Customer Experience Model
Creating a customer experience model takes into account all of the different parts of the customer experience you may have already tackled, like data, the customer journey and personas. Here’s where you’ll bring them together.
Who and Why
During this stage, you’ll understand your customers and see them as humans, not as metrics. This is where you’ll define customer personas. A persona considers the goals, motivations and needs of your VIP customers, which is based on data and research. You’ll gather and understand personal details, like who they are, what they want and why they should care about your product or service.
When and What
This is where you’ll map the customer journey, which highlights the key interactions your customers have with you. In addition to when the touchpoints take place, you’ll also determine what happens at each one – what are the customer’s perceptions and experiences along the way?
To pull everything together, you’ll work to figure out which processes and systems you need in place.
4 Ways to Improve the Customer Experience Model
- Choose a business objective. It should be a high-level objective, one that directly relates to your strategic plan, and it’s also good if it has broad impact. Focus on creating results for just that objective.
- Choose one channel – and it’s okay to start small. You may choose one type of email communication or one social media channel, for example.
- Your plan should include performance targets and metrics. You’ll want to measure and report regularly so that you and your team know how well the strategy is working.
- Communicate with your team. Explain the reasoning behind the customer experience model, the changes that will take place and the results you’re after.
Tell us about your experience creating customer service models!