Customer experience (CX) strategy encompasses all of the plans that a company makes to ensure positive, high-quality customer experiences. Customer experience spans all of the interactions between a business and its customers. More specifically, CX is defined by how customers feel about those interactions over time. Customer experience strategy, then, is how a company defines its CX goals and puts in place long-term, data-driven plans that empower employees to meet or exceed customer expectations.
CX strategy usually incorporates both qualitative components—such as a company’s mission or vision—and quantitative elements, such as customer data analytics. A customer journey map is a key building block of a successful customer experience strategy. That’s because it specifically defines every interaction in a customer’s relationship with a brand, from their first moment of awareness through their most recent transaction or engagement.
