The practices and tools of customer experience (CX) strategy can be brought to bear in a variety of contexts, reimagining experiences for customers, patients, employees, recruits and even vendors. Regardless of the context, CX strategy work results in articulated visions for future-state experiences, accompanied by plans for their realization, that are grounded in human needs and shaped to benefit organizations’ businesses within a timeframe that works for them.
Having completed CX strategy for a variety of clients and purposes, we’ve learned that spending extra energy on 4 key deliverables is always worth it, as they form the backbone of any CX strategy. These key deliverables are Insights, Journey Maps, Vision & Guiding Principles, and Illustrative Scenarios.
One North’s Director of Customer Experience Strategy, Kathryn Kollett, breaks down each and explores how they work together to shape a winning CX strategy. She also shares why the process you take to arrive at each matters, and discusses how and where you can get started.