Six tips for a reliable customer experience strategy

CMS Oliver Jäger, Vice President Global Marketing & Communications at e-Spirit, explains what is important in a customer experience strategy. 1. crystallize business objectives: What do you want to achieve in terms of customer experience? Hint: A pleasant and enjoyable online experience for your website visitors that helps to increase sales and conversions should be at the top of the list.2. never forget: content is king! Make sure that your content is moving, evokes emotions and satisfies your customers' need for information. This is not about advertising.3. identify and analyze all points of contact: This involves all touchpoints that customers have with your company - both online and offline. Test the touchpoints. Focus on response times, the consistency of responses and information, the quality of interactions.4. document your strategy: Create documents that precisely describe all aspects and areas involved, their organization and also interactions. This includes technical solutions as well as the people, departments, content and processes that contribute to improving the customer experience.5. develop a roadmap: This includes the solutions and technologies involved as well as the sequence of the various processes and work steps. A CMS with strong integration serves as the engine and central hub for all aspects of the customer experience. As the target group, approach, strategy and goals differ from company to company, the roadmap and CMS must be tailored to the respective needs.6. rely on a well thought-out evaluation process for software selection: Use your previously defined business goals and architecture documents to build your optimal customer experience engine as a basis for communicating with solution providers. Remember: the more a provider knows about you and your requirements, the better they can meet your needs: FA_e-Spirit_CustomerJourney__final Source: e-Spirit AG