How to Design a Customer Experience (CX) Strategy

The customer experience consulting firm Walker published a report emphasizing that by 2020 customer experience will overtake price and product as the key brand differentiator.

To be prepare for designing a relevant and right Customer Experience (CX) strategy, research is the first area of focus. You should understand completely who your customers are. For this purpose, the first step would be to develop the target customer persona. By developing the optimal number of personas which represent the most valuable customer segments, you will have a deeper and better understanding of their behaviors, aspirations, lifestyle and pain-points and you can build the experiences around that. In this process you need great amount of empathy, patience and attention to details.

Having the customer personas, the next step would be Empathy Mapping. This tool allows you predict the customer action as a result of theirs habits, lifestyle, beliefs and emotions. This tool uses “think”, “feel”, “say”, “do” to make sense of the customer’s experience and preferences.

The other important part of the preparation is to Map the Stakeholders. You should make sure to cover all the internal and external entities, departments and people who interact with the customers and can have a positive or negative impact on the change and customer experience. You should understand the stakeholders deeply and identity the Supporters, Champions, Stoppers and Neutrals. The Supporters and Champions should be actively involved in projects and with the customers. You should understand Stoppers issue and help to fix it with the help of Champions. For the Neutrals, just keep them informed.

Mapping the Customer Experience

Now that you did the preparation, you can proceed with the customer journey mapping. In this stage, first you need to understand and define your customer challenge and the stakeholders who is involved in that area of challenge to identify what should be done and what is the desired outcome.


 The Customer Journey Mapping is a design tool. This will develop a thorough view of customers experience. With this tool you can visually illustrate customer’s needs and perceptions in all their interactions and relationship with your organization. You should create a customer journey map around each Persona you already developed separately. Once you created that and identify all the pain points and opportunities, you can use the “5 Why” model to understand the root cause.


There are 5 key stages a customer goes through starting from getting aware of your organization till they leave or expand the relationship. With this framework you can structure the key touch points, systems, pain points and opportunities from both customer and organization perspective.

The 5 A’s are:

  • Attract– How are customers attracted to and informed of the service or product?
  • Accept– How does the customer enter into dealings with your organization?
  • Adopt– How does the customer interact throughout the entire experience?
  • Amplify– How do you leave the customer feeling at the end of the interaction?
  • Advance– How do you follow up with customers and extend the current relationship?

You need to build a visionary CX state which embrace what you want your customers to think and feel when they’re experiencing your product or service.

While developing the CX strategy, you go through the mapping agile process to make sure the best viable ideas are getting developed and executed. You will come up with the New Experience which brings a Solution to a customer’s need or an organization issue and Result in new behavior or desirable outcome.Each Solution should be ranked as per its customer and business value.


Now that you come up with the new Experiences and their Touchpoints, you need to make sure you measure and improve them constantly. There are many different softwares which can help you measure, report, analyze and take action on the customer’s feedback.

Designing a CX strategy now became crucial for your business enabling you to deliver great customer experience, meet their needs and create business value.

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