CEM Strategy
Strategy is about making choices. Designing an effective customer experience strategy means making choices based on your targeted customers, branded values and resources allocation. In CX, this requires a paradigm shift from traditional wisdom of managing efficiency to managing effectiveness. To sheer effectiveness, which takes a lot of guts, and often times, sacrifice. This module tells you how to set a framework as you build our CX strategy.
Learning Objectives
This module will enable attendees to:
• Understand your corporate DNA and your brand.
• Formulate an effective CX strategy.
• integrate CX Strategy into the customer experience management system.
Content Sequence
Who Are You -- Understand Your Corporate DNA
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Why you exist (mission) and what your guiding principles are (culture).
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What your core competences are.
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External factors and competition.
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The linkage between corporate DNA and CX.
Segmentation -- Define Your Target Customers
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Why customer segmentation is crucial to effective strategy formation.
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How segmentation methods differ in CX.
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Not all customers are equally important to you - who are the ones.
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How to perform effective customer segmentation.
Brand Positioning -- Decide Target Brand Values
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Brand, brand values and brand positioning.
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Current perceived brand values versus target brand positioning.
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Optimize brand positioning by both art and science approaches.
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Branded experience brings you customer engagement and loyalty - How does it work.
Target Experience -- Formulate Effective Experience Strategy
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What is an effective CX strategy.
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Steps to formulate an effective CX strategy.
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Win-win approach: effective strategy to the customers and to the brand.
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Integration of CX strategy with VOC and touch-point management.
