Once you have generated and measured your customer feedback, you need to take action. Often a business will collect reams of CX data but struggle to put all of this into action.
Pockets and silos are the elements that make up your business. Each silo contributes to the overall customer journey. In order to create an effective CX strategy, these silos need to connect.
If you oversee a particular silo, where is this area of the business placed in the customer journey? How does this link with the previous and subsequent steps a customer takes? If everyone in a company considers their department in terms of the wider customer journey, CX will improve.
To break down silos, road-mapping is vital. You can only communicate effectively as a business when you understand how customers interact with you, what their expectations are and how they anticipate those to be fulfilled.
A customer road-map will show you how customers interact with your business. You will identify every touchpoint from which a customer can reach out to you. Visualising your touchpoints will reveal the complete user experience from every angle.
Only at this point, can you begin to put CX at the core of your business strategy, positioning the customer at the forefront of your decision-making.
Understand your personas
It can be useful to think about touchpoints in terms of personas. Many companies fall short at this point. You need to consider age, gender, geography etc, but also think about deeper factors such as personal values, morality, community and past experiences.
This rigorous approach to persona road-mapping facilitates more valuable action and consequently helps to drive business growth.