The Basic Elements of a Customer Experience Strategy

Before we start looking at the steps to developing a customer experience strategy, it’s important to think about your own brand values, mission statement and vision. You’ll need to keep this in mind throughout the process to ensure the experiences you provide for your customers are rooted in what makes your brand unique. It should inform every decision you make.

For example, we believe that messaging channels and automation have the power to simplify the way the world communicates. When we consider our own customer experience management, we want our customers to understand what makes us unique. That’s why we put a ‘Message Us’ button on our homepage.  When people get in contact with us, we want them to use the tools we place at the heart of our company vision.

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The Steps for Building a Digital Customer Experience Strategy

Step 1 - The Customer Journey

So, how do you build your brand's digital customer experience strategy? The first thing to do is think about your current customer journey. Where are the opportunities for customer touchpoints across their lifecycle? This may be a daunting question to consider, so let’s break that down into more manageable chunks. The customer journey is a continuous cycle which we split into three key areas: Acquire, Care and Engage:


Providing unique and memorable experiences prior to the customer making an initial purchase.


Resolving customer service related conversations effortlessly for happier customers and greater brand loyalty.


Personalizing communications to your customers based on their preferences and needs.

There are boundless opportunities to build engaging experiences across the entire customer journey. Here’s an example of how a typical retailer may build their digital experience strategy to engage with customers across Acquire, Care and Engage:

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You can see in the diagram that this is a continuous cycle. Experiences across the acquire phase feed into care and finally over to engage. You shouldn’t see these interactions as isolated or ticket-based, they're part of a border way of thinking about customer experience management. The most delightful customer experiences are the ones where customer information is collated and shared between each interaction. It’s the sign of a coherent digital experience strategy. And, that’s where the beauty of messaging channels comes in. Human agents and bots can utilize an on-going thread of conversational history to ensure each touchpoint is seamless.


Step 2: The Experiences

So, you’ve plotted your customer journey, now it’s time to think about the experiences you want to provide for your customers.

Here are some examples to get you started:


Send a discount code to your customers if they have left an item in their cart.


Save your customers time by automating any questions they may have about returns.


Use an FAQ bot to answer your customers’ frequently asked questions. These experiences are just the tip of the iceberg when it comes to what’s capable on messaging channels. You can see further examples of what’s possible on our dedicated channel pages:


Facebook Messenger

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WhatsApp Business

Apple Messages

Apple Business Chat


Creating Your Own Customer Experience Strategy

You’ve mapped your journey and thought about the experiences you’d like to deliver over messaging channels. Now it’s time to make your vision a reality. If you would like some help along the way, feel free to get in touch.

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