Nowadays, the customer – both B2C and B2B – expects a combination of a product or service with brand-related experience. In many sectors good products and services are no longer distinctive, you have the opportunity to purchase them wherever you like. The customer experience is increasingly becoming the distinguishing element regarding decision-making.

The economy evolves to the experience economy through the service economy. An economy in which a brand experience (brand worthy behavior) that belongs to a product or service is central. The loyalty of a customer is no longer driven by the connection between a product or service. It is driven by an intangible quality delivered on top of the tangible product. This intangible quality is what brand experience stands for.

Cx Strategy

The brand and ‘People’ are explicitly presented when implementing a Cx strategy. Central to this strategy is the ‘purpose’: what do we stand for? A Cx strategy is tailor-made with its own mix of measures linked to its own context and issue. It is usually complex and comprehensive, including an intensive change management in leadership and behavior.

Get started with a Cx strategy?

Based on this, I offer two possible solutions to arrive at a supported strategy.

1) Develop your own Cx strategy, masterclass open registration.

Where to start, how to approach successfully, what are successes and factors for failure, how does CRM fit into this?

The answer to all of this: the masterclass customer centricity, based on open registration. Together with professionals from other companies you will work intensively for two days. Based on the combination of theory, interactive practical exercises and a personalized plan of action, you can start working on your own CRM and Cx strategy.

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2) Organizational development from the inside, masterclass in company.

Creating parallel a sustainable organizational change and developing the CRM and Cx strategy in line with the other departments in-house? The masterclass customer centricity based on in-company offers a solution. During one year, the CRM and Cx strategy is developed by means of theory, working out current practical cases in groups and business coaching on the job. Simultaneously, the organization is prepared for the transformation. The masterclass is always tailor made

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Cx Strategy implementation?

The masterclasses for successful customer-oriented entrepreneurship based on open registration provide you with clear insight into what the steps are and what is involved. After following you can start working on the development of your strategy, complete with your own action plan.

Once the strategy is ready, the implementation phase follows. I use an integrated approach from an organization and technology perspective based on People, Business Processes and Technology. From an Agile perspective, the development and implementation of a Cx strategy are not strictly separate successive phases. This is an interactive process for which the Scrum methodology can be used.

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Outside in approach based on Customer journey and customer touchpoints

Customer experience requires an outside in approach. Thinking and acting in the ‘pain and gain’ of a customer instead of thinking and acting in own products and services. A business organized all around the various customer journeys instead of an internally oriented business with silos. A business where the physical and digital touchpoints are linked to customer journeys.

More information customer journey’s and customer touchpoints>>

More information about Cx Strategy?

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