{"id":44749,"date":"2020-10-28T14:34:39","date_gmt":"2020-10-28T14:34:39","guid":{"rendered":"\/us\/en\/blog\/?p=44749"},"modified":"2025-03-13T06:23:16","modified_gmt":"2025-03-13T13:23:16","slug":"customer-experience-strategy","status":"publish","type":"post","link":"\/us\/en\/blog\/customer-experience-strategy\/","title":{"rendered":"Building a customer experience strategy: The essentials"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Think about the last time you bought something from a brand that you\u2019re fond of. It can be an item of clothing, a skincare product, a meal, furniture\u2014anything, really. What\u2019s important is that you bought it from a brand that you know and like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The fact that you know and like this brand means you\u2019ve probably had experiences with them in the past. And these experiences could run the gamut from in-store visits to emails to catching a glimpse of an advertisement on the subway. Whatever the experience was, it was all part of the brand\u2019s customer experience (CX) strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And despite how complex that term may sound, it\u2019s not that hard to build your own and put it into play. We\u2019ve built our software around customer communication, so we know a thing or two about helping brands to connect with their customers and refine their experiences. The better your customer communication, the easier it\u2019ll be to build your customer experience strategy. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">And the good news is, even with a tight budget or a small team, it\u2019s totally possible. We should know; we designed a contact center platform that&#8217;s designed to make life easier for small CX teams that need to handle customer questions and relationships across multiple platforms. (More on that later if you&#8217;re interested.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we\u2019ll talk about:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#what\"><span style=\"font-weight: 400;\">What a customer experience strategy is<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#how\"><span style=\"font-weight: 400;\">How to start developing a customer experience strategy in 2 simple steps<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#five\"><span style=\"font-weight: 400;\">5 essential elements that every customer experience strategy needs<\/span><\/a><\/li>\n<\/ul>\n<hr \/>\n<p class=\"p1\">\ud83d\udd0d<span style=\"font-weight: 400;\"> Access <strong>Metrigy&#8217;s free report<\/strong> to learn more about the 2022 state of customer experience technology.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"download-form-widget standart-download-form\" data-url=\"https:\/\/netstorage.ringcentral.com\/report\/metrigy-cx-report.pdf\" data-id=\"69d22a1aed55e\" id=\"69d22a1aed55e\">\n\t\t<button tabindex=\"on\"  on=\"tap:69d22a1aed55e.toggleClass(class='open')\" class=\"open-modal-download-action download-form-button\" type=\"submit\">\ud83d\udcd9 Get the report<\/button><\/p>\n<div class=\"download-form-modal\">\n<div class=\"download-form-modal-body\">\n<div class=\"download-form-modal-content\">\n<div class=\"download-form-modal-title\">\ud83d\udc40 \u200a Get this free report to learn about the 2022 state of customer experience technology. <\/div>\n<form class=\"download-form SMB\" method=\"post\">\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Full Name\" aria-required=\"true\" aria-invalid=\"false\" type=\"text\" name=\"fullname\" placeholder=\"Full Name\" data-dl-events-hover=\"true\" data-dl-element=\"text\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<input class=\"download-form-input\" aria-label=\"Email (please enter a work email address)\" aria-required=\"true\" aria-invalid=\"false\" type=\"email\" autocomplete=\"on\" name=\"email\" placeholder=\"Email (please enter a work email address)\" data-dl-events-hover=\"true\" data-dl-element=\"email\" data-dl-additional-info=\"download form\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"popup_form\" value=\"1\">\n\t\t\t\t\t\t<\/div>\n<div>\n\t\t\t\t\t\t\t<input type=\"hidden\" name=\"Lead_Entry_Source__c\" value=\"RC Blog\" class=\"download-form-input\"\/>\n\t\t\t\t\t\t<\/div>\n<div class=\"download-form-part\">\n\t\t\t\t\t\t\t<button class=\"download-form-submit\" type=\"submit\" data-dl-element=\"button\" data-no-auto-dl=\"true\" data-dl-additional-info=\"download form\" data-dl-name=\"Get it now\">Get it now<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/form>\n<p> \t\t\t\t\t<button on=\"tap:69d22a1aed55e.toggleClass(class='open')\" role=\"button\" tabindex=\"0\"  class=\"download-form-modal-close\"><\/button>\n\t\t\t\t<\/div>\n<div class=\"download-form-modal-thank\">Enjoy! <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<p><\/span><\/p>\n<hr \/>\n<h2><b><a id=\"what\"><\/a><br \/>\nWhat is a &#8220;customer experience strategy&#8221;\u2014and why does it matter?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The customer experience refers to every interaction a customer has with your brand <em>including<\/em> pre- and post-purchase. Therefore, a customer experience strategy is a plan that outlines how you&#8217;re going to provide an awesome customer experience, including every action taken by a brand to exert an effect on those experiences.<\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Careful not to mistake tactics for strategy (and vice versa).\u00a0<em>Tactics\u00a0<\/em>are specific things you do, like &#8220;Engage more with customers on social media,&#8221; whereas a strategy is a\u00a0<em>plan\u00a0<\/em>(that should include a few tactics).<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Some brands barely have a strategy in place, and others put exhaustive amounts of time into developing, refining, and perfecting it. Here\u2019s why it matters: whether or not you have a strategy, customers are going to be experiencing your brand. Maybe it\u2019ll be a short and uninspiring experience. Or maybe it\u2019ll be one that piques their interest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s up to you. Too many businesses let this fall by the wayside. Perhaps it seems intimidating. But it shouldn\u2019t\u2014laying out a basic framework for a customer experience strategy doesn\u2019t take that much time. And the rewards of having a consistent customer experience will pay off as customers notice.<\/span><\/p>\n<h3 class=\"heading h3\"><span style=\"font-weight: 400;\">An example of how to build a CX strategy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">To help you visualize this, let\u2019s imagine a small family-run flower shop run by a middle-aged couple. The couple hires one part-time assistant. They plan their customer experience strategy like so:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They set a goal for themselves: Increase purchases by 15%, with a secondary goal of creating more word-of-mouth buzz around the business. They decide that one way to get more potential purchases is to increase foot traffic to the store.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">One tactic they want to try? Start an Instagram account for their shop, where they post pictures of bouquet arrangements once a week. They ask customers to drop by and identify as many of the flowers in the bouquet as they can for a chance to win one for themselves.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They put these arrangements in a highly visible place in their store, where they\u2019ll grab attention, and promote this contest in-store as well.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">They make an effort to remember customers\u2014their names, their guesses\u2014and educate them about flowers, filling in the blanks for them about the flowers they don\u2019t know.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">As the weeks go by, they track the engagement with their posts, they track the number of contest entries, and they track the number of purchases. Perhaps they\u2019ll find that certain flower types increase the engagement they get. Maybe more exotic types spur more interest. They see happy customers posting beautiful pictures of their bouquets on Instagram\u2014and even on Facebook and Twitter as well\u2014and they share these posts while giving those customers a shout-out and extending those positive relationships online.\u00a0\u00a0<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">You&#8217;ll notice that this plan spans both the pre-purchase and post-purchase stages of the customer experience. It includes multiple tactics, and has clear goals that are measurable and ambitious, but attainable. Overall, it&#8217;s a pretty sound strategy for building a great customer experience for a small business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This plan could probably be applied to a variety of small businesses outside the floral industry, with minor tweaks. <\/span><\/p>\n<div class=\"tip\">\n<div class=\"tip-heading\"><b>\ud83d\udca1 Pro-tip:\u00a0<\/b><\/div>\n<p>Remember, companies build their customer experience strategies around how they want their customers to experience their brand. For florists, creating a sense of wonder around their arrangements is high-priority. But these goals will differ depending on industry.<\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">For example, most fast-food restaurants are centered around speed. These companies recognize this, and they\u2019re all about fast service and fast turnover for lower prices. When customers go to these kinds of places, they know what kind of experience to expect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now consider a fancier restaurant, where the servers wear sparkling-clean aprons and your table\u2019s covered with a spot-free tablecloth. Is this the kind of place where you\u2019d expect a speedy meal for a low price? Definitely not\u2014if this place has advertisements that you\u2019ve seen, they\u2019re probably showcasing high-quality food served in a professional manner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Places like these usually don\u2019t even call their fries \u201cfries.\u201d Instead they\u2019ll call them frites, or at least add a suffix to \u201cfries\u201d so customers know they\u2019re not getting the usual fast food-style French fries. This is all part of the customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fancy restaurants and fast-food places might cater to different audiences, but in the end, they\u2019re serving the same people. The difference is that they\u2019re fulfilling a specific need, and much of their operations are built around meeting those needs and even anticipating them. This customer need, anticipation, is important to the overall customer experience strategy: if you can anticipate what they want, you can refine your strategy to surpass their desires and create truly loyal customers.<\/span><\/p>\n<h2><b><a id=\"how\"><\/a><br \/>\nHow to start developing a customer experience strategy in 2 simple steps<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019re a small business owner, you already have something big going for you, simply by virtue of being a small business owner: you\u2019re more relatable than a huge and faceless corporation. Small businesses are labors of love, and people recognize that. Your business is much more personal than the Starbucks down the street.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hanging onto that relatability isn\u2019t one of our key steps in developing a customer experience strategy, though we\u2019d highly advise it. Relatability is a good step to earning loyalty. And with that said, keeping relatability in mind, here are two concrete actions you can take in developing your customer experience strategy.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">1. Write a creed<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">One very useful tool in your strategy-building toolbox is a creed. If that sounds too cult-like, don\u2019t worry\u2014you can call it whatever you like. Principles, guidelines, or however else you\u2019d like to define them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Zappos, for example, calls their creed their \u201ccore values.\u201d It\u2019s made up of 10 simple statements, from \u201cdeliver wow through service\u201d and \u201ccreate fun and a little weirdness\u201d to \u201cbe humble.\u201d<sup>1<\/sup> Ten statements for every Zappos employee to get behind:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-44750\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/zappos-core-values-1024x316.jpg\" alt=\"zappos core values\" width=\"1024\" height=\"316\" \/><\/p>\n<p><span style=\"font-weight: 400;\"> And they\u2019re doing pretty well with it so far.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Define your creed as soon as possible, based on your vision for your business and how you want to serve your customers.\u00a0 Turn to it whenever needed, especially when making important decisions. Remember, consistency is key! If a part of your creed is to deliver high-quality products to customers, do you really want to skimp on material costs? If your creed encourages going above and beyond, should you be refusing a customer with a coupon that expired yesterday?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your creed defines you. Next, you need to define your customers.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. Know your customer personas<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Coming up with customer descriptions is generally a good idea for a business\u2014it can help you brainstorm ideas for how to best assist certain archetypes, or <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/user-persona\/\" target=\"_blank\" rel=\"noopener noreferrer\">personas<\/a>. Think about the kinds of people that you want to be doing business with, and how to attract them. For example: \u201cAlex is in their 40s, has two kids under 10 years old, and works full-time. Alex wants to spend more time with their kids and less time cooking. Therefore, Alex is the perfect customer for our pre-prepared meals.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Between your creed and your customer descriptions, you\u2019ll have a solid foundation for how your business operates and how it connects with customers. Your advertisements, your email marketing, your customer outreach\u2014all of these will be informed by the guidelines you\u2019ve set and the customers you\u2019re connecting with.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every company\u2019s customer experience strategy will be different. But on top of your creed and your customer descriptions, there are a few other things that every customer experience strategy should include.<\/span><\/p>\n<h2><b><a id=\"five\"><\/a><br \/>\n5 important elements in a good customer experience strategy<\/b><\/h2>\n<h3><span style=\"font-weight: 400;\">1. A roadmap<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A customer experience strategy is going to change over time. A roadmap is the best way to be prepared for these changes and to collect information on their deployment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Planning a new email marketing campaign? Put it on your roadmap. Launching a new product? Well, let\u2019s be honest, that should already be on a roadmap. But it should be on your customer experience strategy one, too.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">2. A feedback culture<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">Collecting customer feedback<\/a> is an absolute must for any company. Since no company is perfect, there\u2019s always going to be feedback and complaints. Don\u2019t be intimidated! Instead of seeing complaints as threats, view them as a way to improve your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Actively seeking out feedback can minimize the threat of major blowouts or embarrassments down the road. Unfiltered complaints, while hard to read, are important learning experiences. At the end of the day, that customer left a complaint because they had a negative experience. And improving the customer experience is what it\u2019s all about.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One thing we want to note here: a feedback culture shouldn\u2019t just be about customer feedback. Feedback is enormously important for your coworkers, too, and building it into your processes will help your employees and your business. So give feedback freely, and encourage it from your employees as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unsure of how to go about collecting and recording customer feedback? <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/best-customer-service-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer service software tools<\/a> like <a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html#ring-cc-off\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral Contact Center\u2122<\/a><\/span><span style=\"font-weight: 400;\">\u00a0are built to facilitate contact with customers. For example, with RingCentral&#8217;s platform, one customer can contact you through multiple channels (like Instagram, Facebook, and email), and it&#8217;ll automatically merge all those different conversations into one cohesive customer profile:<\/span><\/p>\n<div class=\"rc_custom_video\"><a class=\"rc_custom_video__link\" href=\"https:\/\/www.youtu.be\/PZC3o5YN90E\">\n\t\t            <picture><source srcset=\"https:\/\/i.ytimg.com\/vi_webp\/PZC3o5YN90E\/maxresdefault.webp\" type=\"image\/webp\"><img decoding=\"async\" class=\"rc_custom_video__media\" src=\"https:\/\/i.ytimg.com\/vi\/PZC3o5YN90E\/maxresdefault.jpg\" alt=\"\">\n\t\t            <\/picture>\n\t\t        <\/a><br \/>\n\t\t        <button class=\"rc_custom_video__button\" aria-label=\"Play video\"><svg width=\"68\" height=\"48\" viewBox=\"0 0 68 48\"><path class=\"rc_custom_video__button-shape\" d=\"M66.52,7.74c-0.78-2.93-2.49-5.41-5.42-6.19C55.79,.13,34,0,34,0S12.21,.13,6.9,1.55 C3.97,2.33,2.27,4.81,1.48,7.74C0.06,13.05,0,24,0,24s0.06,10.95,1.48,16.26c0.78,2.93,2.49,5.41,5.42,6.19 C12.21,47.87,34,48,34,48s21.79-0.13,27.1-1.55c2.93-0.78,4.64-3.26,5.42-6.19C67.94,34.95,68,24,68,24S67.94,13.05,66.52,7.74z\"><\/path><path class=\"rc_custom_video__button-icon\" d=\"M 45,24 27,14 27,34\"><\/path><\/svg><br \/>\n\t\t        <\/button>\n\t\t    <\/div>\n<p><span style=\"font-weight: 400;\">That makes it easier for you, since you don&#8217;t have to jump between windows and accounts to see if a certain customer has reached out to you before, and you can see your full conversation history in one handy place.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">3. Measuring and tracking customer satisfaction<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Any good strategy needs a way of measuring success. How are you going to know if your customer\u2019s experiences are improving? How are you going to know if your strategy is working?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Profit numbers are important, but they don\u2019t tell the whole story when it comes to understanding your customer experience. Take steps to actively measure and track satisfaction, then see how it\u2019s impacted when you alter your strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s the best way to do this? A customer satisfaction score, or CSAT for short, is one of the most common. To get this score, you simply ask customers how satisfied they were with their experience (this is usually done online, through email or your site, but can also be done on location with a tablet or something similar). <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use an easy-to-understand scale, like a rating from 1 to 5 where you define each end, or a series of faces showing unhappy\/neutral\/happy expressions:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-39474 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/Measure-Customer-Satisfaction-Score-CSAT-with-emojis_0-1024x383.png\" alt=\"csat score to gauge customer experience\" width=\"1024\" height=\"383\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Another method is the NPS, or Net Promoter Score. This asks the question \u201cHow likely is it that you would recommend our company\/product\/service to a friend or colleague?\u201d The answer is scored on a scale from 1 to 10, with 1 being the lowest and 10 the highest.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The NPS is slightly different from the CSAT. It\u2019s better at measuring loyalty. Happy customers aren\u2019t necessarily likely to recommend your business to others, but loyal customers certainly are. You can also follow the NPS score with an open-ended question about how you can do better in the future:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-large wp-image-43176\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/04\/nps-1024x576.png\" alt=\"nps survey\" width=\"1024\" height=\"576\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re following <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">your customer experience analytics<\/a> closely, you\u2019ll know when new strategies are being implemented, so it\u2019ll be easy to track the shifts as you try out new things. Tools like<\/span><a href=\"https:\/\/www.ringcentral.com\/contact-center\/overview.html#ring-cc-off\"> <span style=\"font-weight: 400;\">RingCentral Contact Center<\/span><\/a><span style=\"font-weight: 400;\"> can help you collect responses through surveys, and then surface them in visual dashboards so that the results are instantly accessible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ideally, you\u2019ll be incorporating all five of these elements into your customer experience strategy. But if you have to leave any of them out, don\u2019t let it be this one. Track, measure, and continuously improve.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">4. Employee enablement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">A big part of having happy customers is having happy employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure your employees are trained on your customer experience strategy, and that they have the tools they need to put it into practice. And by that we mean don&#8217;t just give them a phone and computer and wish them luck with the customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure that your employees have what they need to succeed. That includes proper training and onboarding, along with the right tools. It may not seem like it&#8217;s worth the money to invest in fancy technology to help with your customer experience, but if a $20\/month social media customer relationship management tool could give your overworked assistant the ability to do the work of two people, would that not be worth it?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, technology isn&#8217;t always the answer to everything but sometimes, one good piece of software is enough to help you solve customer problems much more quickly and efficiently. Not only is that good for your own productivity, but it also reduces the need to transfer customers or put them on hold for long periods of time, which is one of the biggest annoyances for customers (plus it drastically improves your <a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/first-call-resolution-industry-standard\/\" target=\"_blank\" rel=\"noopener noreferrer\">first contact resolution rate):<\/a> <\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/customer-communications-trends-report\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone size-large wp-image-43071\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/02\/annoyances-about-calling-companies-1024x536.jpg\" alt=\"most common customer complaints\" width=\"1024\" height=\"536\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">These kinds of improvements can have a compounding effect and go a long way in refining your business&#8217; customer experience\u2014without you having to hire more people or spend a ton in other areas.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">5. Flexibility<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Last but not least, remember that you still need to be flexible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nothing\u2019s set in stone, and over time, you may realize that your customers are changing, or even that part of your strategy may need an overhaul.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Changing it shouldn\u2019t be taken lightly, but if parts of it are no longer applicable to your business, it\u2019s best to change it rather than trying to force the issue. Businesses grow and expand all the time, and what worked before to get you here won&#8217;t always get you to the next point.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you find that your customer base is changing, don\u2019t be afraid to start doing more to attract your new demographic (without neglecting the previous ones too badly, of course). Strategies should be flexible. Embrace the change.<\/span><\/p>\n<p><a href=\"https:\/\/ringcentral.valuestoryapp.com\/cx-maturity\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-48166\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/Contact-Center-tool.png\" alt=\"Contact Center Maturity Quiz\" width=\"1000\" height=\"440\" \/><\/a><\/p>\n<h2><b>Having a good customer experience strategy can pay off\u2014if you build it the right way<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Has your business been around for a while, but you\u2019ve never really considered the customer experience strategy? That\u2019s okay! It\u2019s never too late to start. Start writing your creed, and creating personas using your best customers\u2014in fact, if you\u2019ve already got operating experience, that\u2019ll make this step easier.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every touchpoint is an opportunity. With a good customer experience strategy, you\u2019ll be optimizing every single one.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><sup>1<\/sup>zappos.com\/about\/what-we-live-by<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Think about the last time you bought something from a brand that you\u2019re fond of. It can be an item of clothing, a skincare product, a meal, furniture\u2014anything, really. What\u2019s important is that you bought it from a brand that you know and like. The fact that you know and like this brand means you\u2019ve &#8230;<\/p>\n","protected":false},"author":29,"featured_media":44856,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[743,25018,15541,25019],"class_list":["post-44749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-customer-experience","tag-customer-experience-strategy","tag-cx","tag-cx-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Building a customer experience strategy: The essentials | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"What makes a good customer experience strategy? 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Learn how to build one that works even for small teams that are strapped for time &amp; resources.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/customer-experience-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2020-10-28T14:34:39+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T13:23:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/Untitled-design-15.png\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"RingCentral Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"RingCentral Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/customer-experience-strategy\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/customer-experience-strategy\/\"},\"author\":{\"name\":\"RingCentral Team\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/65a168321317ffd562e0d77745f1b358\"},\"headline\":\"Building a customer experience strategy: The essentials\",\"datePublished\":\"2020-10-28T14:34:39+00:00\",\"dateModified\":\"2025-03-13T13:23:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/customer-experience-strategy\/\"},\"wordCount\":2757,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/customer-experience-strategy\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/Untitled-design-15.png\",\"keywords\":[\"customer experience\",\"customer experience strategy\",\"CX\",\"CX strategy\"],\"articleSection\":[\"Business &amp; leadership\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/customer-experience-strategy\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/customer-experience-strategy\/\",\"name\":\"Building a customer experience strategy: The essentials | RingCentral Blog\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/customer-experience-strategy\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/customer-experience-strategy\/#primaryimage\"},\"thumbnailUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2020\/10\/Untitled-design-15.png\",\"datePublished\":\"2020-10-28T14:34:39+00:00\",\"dateModified\":\"2025-03-13T13:23:16+00:00\",\"description\":\"What makes a good customer experience strategy? 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