CX Practitioners: Defining Your CX Strategy

Sarah Simon

Sarah Simon

Author Bio

With over 20 years’ experience in customer experience, Sarah’s passion lies in operationalizing the Voice of Customer to drive outstanding customer experiences. Her specialties include VoC architecture, developing linkages to business performance, reduction of customer defection and analyzing customer feedback to tell the customer’s story. Her expertise in VoC survey design has combined with omni-channel customer listening to structure sophisticated, customer-friendly VoC programs. 

Currently, she serves as VoC Consulting Director at Confirmit, where she combines her industry thought-leadership with customized needs-analysis to architect new feedback initiatives and corresponding customer experience strategies. She also runs diagnostics on existing programs to optimize structure and function to yield significant business insights from mature programs.

Author Bio

Defining Your Customer Experience (CX) Strategy is a critical part of our first customer experience performance categories: Foundation. CX Foundation includes your program vision, your customer strategy, and proving the value and ROI of your efforts.


Do I REALLY need a CX strategy?

At Confirmit, we have the honor of working to help optimize our clients’ customer experience strategies. We work with CX practitioners in companies of all shapes, sizes and industries. Among these, a common thread has emerged among the most successful customer experience programs: They have developed and actively manage a CX strategy.

Throughout 2016 we ran Customer Experience Program Assessments on dozens of active CX programs and uncovered that the second highest priority needed to increase CX maturity among these practitioners is the creation of a CX strategy.

If you want to be part of a highly-functioning CX program that drives business transformation, it is critical that your efforts are guided by a CX strategy.

What are the key elements of a successful CX strategy?

A CX strategy is a living, breathing document with three key elements:

Aspiration: Aspiration includes an inspirational statement on what we want to deliver. Including your vision/mission and program brand, this is where you step out and tell your organization what you represent and how important you are to driving improved customer experience strategy.

Charter: This nuts and bolts element of the CX strategy is so important, yet so many practitioners assume their organization just “knows” who they are, what they do and how they do it. This is your chance to document your core team members and their contributions, important matrixed resources, who your key stakeholders are and what their roles in are driving customer strategy and more.

Roadmap: Every successful program needs a detailed plan outlining where they are today, where they want to be down the road and exactly how they will get there. Why on earth would an executive worried with P&L invest time and resources into a CX dream with no plan on how to make the dream a reality? Our roadmap drives us to waypoints in our journey toward an optimal customer strategy.

How do I get started?  

In our 20 minute CX Practitioners webinar Defining Your CX Strategy, we set you on a course to assess the current state of your CX efforts, build your CX strategy (including your aspiration, charter and roadmap) and manage this strategy in an ongoing fashion.