7 Secrets of Customer Experience Strategy

Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 

Author Bio

Customer experience program model

Over the past few years, Customer Experience (CX) programs have become an established path to delivering enhanced customer experiences, engaging employees and driving business change.



Why then, is every business not running a slick and successful CX program?The benefits have been well-established, particularly in markets where product and price differentiation are limited, or where great customer experiences are demonstrably able to deliver higher revenues, improved retention or reduced costs. 

The answer is simple. It’s very easy to get CX wrong. Programs rushed out for the wrong reasons, or created within the vacuum of a single department will never fulfill the destiny you hope for. Neither will programs that lack sufficient budget and which might deliver insight but not the financial clout to take necessary action. 

Firstly, it’s vital to identify the right model for your business and follow it. Ensure that you can define, design and implement your program with clear goals in mind, and then analyze and act on the insight you gather. But what else? What are the secrets to succeeding at each of those stages? Customer Experience practitioners need to know the secrets that will unlock their program’s potential and secure future success. 

Here we provide seven steps towards that vision. Built into a clear model that will help you effectively capture and act upon the Voice of the Customer, and set you on the path to CX enlightenment.

  • Run everything by your Chief Financial Officer: If the numbers stack up to him or her, then they’ll work for the rest of the senior team as well, and you’ll be well on your way to securing approval and budget.
  • Don’t try to boil the ocean: Measure and monitor each step as you roll it out so you have solid evidence of when it’s time to move on, rather than relying on a gut feel that it’s probably “about time” to move onto the next stage. When you get started, for example, don’t aim for a 95% OSAT score, but focus on things like response rates to get your program well-established.
  • Keep your communication simple and visual: Don’t rely purely on dry statistics and expect people to delight in a 0.1% increase in OSAT! Bring it alive with the actual words of the customer – verbatim comments and recording are great, as are storytelling techniques.
  • Ensure that your judgments about the customer journey, and the experience at each touchpoint are verified by customers: In part, this will help you to tweak the results you captured from the internal exercise, but will also help to identify any gaps between the internal and external views of the company.
  • Be ready: It’s easy to underestimate how much feedback you may receive from employees, and it’s critical to ensure that you’re able to follow up and take action on the insight provided. While offering suggestions and seeing them implemented is incredibly engaging for your teams, there’s nothing more likely to turn them off the program forever than being ignored.
  • Speed is important but don’t be afraid to innovate: With the backing of your senior team, as well as your steering committee and wider support from across the business, you can really change the way your business operates. Customer expectations are constantly evolving – and so must you.
  • Think about the functional leads for each aspect of your business and identify customer experience champions within those teams: This will put the right people behind you and ensure that within each department, you have a representative who can speak the right business language to their colleagues.

In this whitepaper, we provide 7 steps to help you build a clear model for a successful CX program.