CX and CRM strategy

CX

You goal is to influence the brand perception by providing seamless, consistent, and memorable experience and relationships. But the question is, what is that memorable experience, what you want to achieve? I support your business to build a Customer Experience (CX) strategy, which is the translation of your brand promise into the reality of experience at each and every touch-points.

CX

You goal is to influence the brand perception by providing seamless, consistent, and memorable experience and relationships. But the question is, what is that memorable experience, what you want to achieve? I support your business to build a Customer Experience (CX) strategy, which is the translation of your brand promise into the reality of experience at each and every touch-points.

And then, a well designed CRM strategy can enable you to make your brand and customer experience strategy and promise tangible in all customer interactions, which leads to increased brand perception.

Elements of a CX strategy, where I can support your business:

  • Defining brand and service standards, the tone of voice
  • Positioning your brand versus competition in terms of interaction experiences
  • Identifying differentiating CX signatures
  • Defining the different levels of the experience in line with your customer segmentation


Being clear on your brand equity helps a CX strategy a lot. In fact, CX is the manifestation and the translation of your brand equity.

  • What is your brand identity? How customers (and segments) recognize you and are aware about you? What is your USP (unique selling proposition)?
  • What does your brand mean to customers, and how do you communicate this? How does your brand perform versus customer needs (both on tangible and on social-psychological levels)
  • What is your brand response, in terms of customer judgements (quality, credibility, consideration, superiority) and feelings?
  • What is your brand resonance, meaning how much relationship customers want with you on the scale of purchase interaction to membership or referral?


By answering the above equity questions will help you to design a seamless CX strategy, which supports your brand’s targets.

CRM

A well designed CRM strategy can enable you to make your brand and customer experience strategy tangible in all customer interactions, which leads to increased brand perception. CRM will be especially very effective, when in each of its element it is aligned with the brand promise, and this seamlessly manifests into brand experience. This seamless manifestation is my expertise, where I can add significant value to your CRM strategy.

To establish a CRM strategy, you need to:

  • Map the reasons of customer interactions
  • Map the moments of truth (key influencing moments in the customer lifecycle)
  • Define the most efficient channels (both in terms of brand and CX delivery and ROI)
  • Set the target service levels (SLAs) and key performance indicators (KPIs)
  • Design a loyalty program (if relevant)


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