How to Build a Customer Experience (CX) Strategy in 2022


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To fulfill the ever-increasing demands of their consumers, businesses in every sector must adapt and raise the bar in terms of customer experience (CX). Because of the value it carries, businesses have begun to establish new positions and programs to integrate and improvise customer experience strategies.

The term “customer experience” refers to a comprehensive approach to increasing customer happiness and loyalty across the entire customer journey, from exploration to post-purchase. Understanding the client journey from beginning to finish and putting your strategy into action at each stage is crucial.

Your customers’ impression of your brand and whether or not they’ll return is influenced by every interaction they have with your brand.

Need For Customer Experience (CX) Strategy?

Your company’s success is dependent on having a solid plan in place for dealing with your customers. It’s what separates you from the competition, retains customers, and helps them build positive connections with your brand.

When it comes to shopping, customers expect a service that foresees their requirements while also considering their preferences. Thus, a CX strategy needs to be developed, considering the customer’s journey.

According to a survey conducted in 2021, 44.5 percent of firms globally said that customer experience (CX) is a significant competitive differentiator.

Share of professionals perceiving customer experience (CX)

Source: Statista

CX is equally as essential as the items or services you are offering, and it is all about understanding and improvising the customer journey from beginning to end. As a result, multinational corporations are focused on CX strategies to acquire new consumers and, perhaps more crucially, retain those they already have. For any organization, the most important priority is to focus on the customer.

Let us look at the strategies that will yield the best output for offering the best customer experience.

1. Examine the Situation You’re In Right Now

A situational analysis based on qualitative and quantitative research is the initial stage in every customer experience endeavor. Customers, employees, and web analytics data are all included in this section. You may use this data to get useful insight into the progress of your strategy by answering a few questions.

Examine the Situation

Here, we’re looking for intersections between what companies get from their customers and what they can get from the market. Connecting insights and strategy through analyzing data to understand your company’s business, consumers, and the market in which you compete. This is a crucial step.

2. Make Use of Customer Feedback Surveys

To have a compelling customer experience strategy, you must know what your consumers think about your product, brand, or service. The first step in collecting and analyzing customer feedback is determining which customer experience measure is most useful in achieving your company’s objectives.

For automated feedback surveys, you may pick from various customer survey forms to determine your company’s Net Promoter Score (NPS) or five-point customer satisfaction scale (CSAT). Furthermore, reviews provided by customers often turn out to provide clear insight into customers’ overall experience.

CSAT Score= Total numbers of happy customers / total number of customers surveyed x 100

Customer Feedback

3. Thoroughly Research Your Competitors

Showing how you rank up against your competitors in your field might help customers make a more informed purchase decision. Looking at your rivals’ customer experience (CX) strategies might also help you improvise your own. NPS benchmarking is a simple way to compare your company’s NPS to the best in the business.

To understand the present competitive landscape and market climate, use internal and external resources. An evaluation of comparable customer growth, attrition, financial performance, consumer attitudes, technological trends, and special targeted CRM capabilities should be included in your study.

4. Set and Monitor Long-term Goals

It’s important to look long-term while developing a CX strategic plan. Make a list of your desired outcomes for the customer experience. Perhaps the goal is to achieve a particular Net Promoter Score by a given date and to set internal measurements each quarter to track progress toward that goal using a set of metrics.


Use key performance indicators (KPIs) to monitor and assess your company’s internal objectives, such as customer success. KPIs for the team and the firm help you to see over time which of your changes are working and when you as a leadership team need to gather your team. You may focus your efforts and expenditures on the areas that will have the most long-term effect by utilizing customer experience and organization KPIs. Keep track of costs vs. RoI and optimize regularly to maximize business impact.

5. Find Solution to Recurring Issues

The fastest approach to identifying reoccurring customer concerns, product feature requests, or process improvement opportunities is to gather and analyze customer feedback. Is it usual for customers to have problems while purchasing products via the website? You’ll have a better sense of how effectively your current practices meet expectations if you uncover frequent and reoccurring problems. Having a knowledge base in place can also help you reduce support tickets around recurring issues. This will help you give quicker resolution to issues faced by customers.


6. Content Management (CM)

Content management (CM) is a critical component of customer experience (CX). Your CM should be a component of your customized marketing plan since it is the most fundamental aspect of your audience’s customer experience. Content management elements should be given utmost priority. It would be best to make sure changes made by your production staff may be tracked and scheduled, and multilingual operations are supported. Various languages and places should be differentiated and tracked in their performance.

7. Online Platform

Integrating content and online platforms has become a top priority for many companies in the digital age. People who fit this description should think about what online platform they want to employ and help with content management. Shopify, BigCommerce, and Magento provide users with various options for integrating content and commerce. Your company’s online presence says a lot about its brand in today’s digital age. To develop a strong brand image, you must have a dependable and speedy platform.
8: Develop a Mobile App

8: Develop a Mobile App

Digital solutions and strategies flourish in today’s digitally transformed world. Using a mobile app to showcase your brand and demonstrate your business’s integrity is another option. Mobile apps are a goldmine of information.

When customers download and use your app, you can see what they do, how long they stay on the app, how many conversions you have with your offered services or product, and most importantly, why the order didn’t go through the cart. Since every encounter is linked to an individual client, this data is invaluable, regardless of the cost of developing a mobile app.

There are many no-code app builders in the market to help you reduce mobile app development cost and time by more than 10x.

9. Personalization

Personalization is becoming a more successful approach for attracting and converting consumers. Businesses can now customize their in-app and in-store experiences, as well as their on-site and mobile experiences. You may establish audience profiles and provide individualized experiences across channels and devices by implementing a strategy for personalization based on past experiences or geographical inputs.

10. Maintain Customer Portfolio

To better understand your customers’ requirements, preferences, pain spots, and harsh truth, you need to collect and analyze customer data. You may now create detailed portraits of your consumers based on their data analysis.

Customers’ major journeys are mapped out using personas, summarized in a customer journey map for each kind of customer. A gap analysis based on the customer journey map may then be performed to determine where the company is falling short of guiding the new CX strategy. This comprehensive overview makes it possible to uncover previously unnoticed linkages and identify the core reasons for poor customer experience.

11. Put Yourself in Customer’s Shoes

To better understand how your customers associate with your company, create a customer journey map based on their current needs and how they intend to achieve those needs. Creating a customer journey map forces you to put yourself in your client’s shoes and see things from their perspective. You may then devise a plan to create a customer experience tailored to their requirements.

Customer's shoes

12. Build an Emotional Bond

Increasing client loyalty and engagement can be achieved by creating a personal relationship. Storytelling is a great way to connect with your audience, and it can be done in a variety of ways. Videos of consumers expressing how your product helps them or material about your brand’s history may be used to generate a more real feel.

Creating a one-of-a-kind consumer experience requires personalization. Using their first name in communication or providing them with offers tailored to their individual needs and interests might go a long way. Your customers feel like they have a personal connection with you, rather than simply being a sales lead.

13. Set Realistic Targets

It’s time to double-check that your company, department, and individual objectives are realistic. In other words, no matter how well-intentioned or well-planned an effort is to enhance the customer experience, it will end in tiredness and disappointment. So break it down, set practical targets, and celebrate when you achieve each goal.


14: Get Rid of the Terrible UX

When developing a customer experience strategy, user experience (UX) is critical. This is because UX design is critical at the points where consumers first interact with your brands, such as your product or your website.

Streamline the purchasing process by eliminating needless obstacles. Streamline the process of locating the appropriate data or service. The design elements of a web page or mobile application should all serve a specific purpose. Utilizing an animated icon keeps users engaged with the content, and leads them through a sales funnel. This entails gaining a grasp of the user’s instincts when they arrive on websites and apps and offering a UX that maximizes the use of these human impulses. Moreover, constantly improvising the UX is essential if you really want to retain your customer for life long.

15: Social Media

You may utilize social media to discover more about what’s upsetting your consumers if they complain about the quality of your customer service. Word of mouth spreads at a rate we couldn’t have predicted in today’s socially connected and technologically evolved society. The consumer’s desire to be more engaged in all decision-making processes improves the overall customer experience. It can be sorted by addressing them with a quick and non-recurring solution as soon as it surfaces.


There is no one-size-fits-all customer experience approach. Moreover, it’s a never-ending cycle. It’s important to examine the CX strategy frequently to ensure that it’s being properly managed and optimized. Changing market trends, new rules in the marketplace, consumer behavior changes, new competitors, and new technology may all impact customer experience strategy (CX strategy). As you concentrate on implementation, it is critical to watch these aspects.

Regardless of how much you discuss or plan, your customer experience strategy will have no impact on your organization unless you put it into action. Everyone in your company has to be on the same page about your customer experience strategy and, more crucially, the unique role they play in executing it.


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