Does your company require customers to generate revenues and profits?
Then, you're automatically in the customer experience (CX) business as well.
Meaning that if you run any business in Nigeria and need to acquire more customers online, which would, in turn, boost your revenues, you're in the right place.
Today, you'd learn how to create a customer experience (CX) strategy in Nigeria centered on inspiring your customers enough to make decisions that are favorable to your business across all touchpoints.
Also, below you can download our FREE PDF checklist that guides companies seeking to create a successful customer experience strategy.
Before you get started...
It is critical to note the phrase, "across all touchpoints," as used with customer experience.
It is the difference between customer experiences and customer service. The latter being the single interaction a customer makes with your company.
You'd discover that, for any CX strategy to work, it must empower your frontline employees to deliver on the promises your business make to both present and potential clients.
Thus, failure to have a comprehensive customer experience (CX) strategy playbook that excites your customers and can be executed by your employees is bad for business.
It would leave your company to under-perform in areas such as client activation and acquisition - two areas that also hamper revenue generation and business growth.
And I'd tell you why.
Currently, Nigeria is the world's most mobilized country with about 81% of traffic to websites, blogs, and apps (which include yours) coming from mobile devices.
What does that mean?
Well, it implies that a significant chunk of the country's online traffic comes from mobile devices.
Hence, to remain competitive online, your business must have a customer experience strategy that excites these mobile audiences enough to activate and convert them into paying customers.
Hence, let's deal with the elephant in the room.
What is a Customer Experience (CX) Strategy?
A customer experience (CX) strategy is the sum total of defined actionable plans to deliver a meaningful, inspiring, and positive experience to your current and potential customers across every touchpoint they make with your company.
Even as you read this, a customer is contemplating how loyal they should be to your brand based on the experience they derive while discovering and doing business with you.
The proof for that is evident in Salesforce's research, where 80% of customers reported that the experience a company provides to them is as important as the services or products of the company.
As if that wasn't enough, 95% of customers responding to the survey also observed that a company they trust is more likely to gain their loyalty.
Those stats create a connection between experience, trust, and brand loyalty. It also highlights that the path to achieving customers' loyalty starts with creating an experience for them.
Hence, emanating a revelation, which propagates the importance of prioritizing the development and infusion of exciting customer experiences into every product or service of your company from the onset.
You may ask, how do you go about it?
This article provides an answer to that question.
The steps to create and implement a successful customer experience (CX) strategy in Nigeria (and Africa) includes:
- Gain (and Distinguish) Competitive Insights
- Understand Your Customers' Journeys
- Define New Goals to Pursue
- Realign Your Vision and Mission
- Empower Employees to Deliver on CX Promises
- Enclose Everything in User-Driven Designs
Download our FREE Customer Experience (CX) Strategy Checklist and tick the steps you need to excite and activate customers
Six Steps to Develop A Customer Experience (CX) Strategy
Below are the steps, discussed in detail, to help you get started or improve on the experiences you're delivering to your customers.
If you fully implement them, you'll increase conversion, revenues, and profit.
1. Gain (and Distinguish) Competitive Insights
Embarking on creating experiences to distinguish your brand and positively activate customers without conducting a competitive analysis would most likely fall flat on the ground.
You need to identify trends in your industry, as well as examine how your competitors are innovating on the customer experience front to identify a competitive edge for your brand.
Also note that customer experience thrives on speed. That is, delivering what customers need as fast as possible, and without hassles.
Implying that an excellent customer experience execution makes it super easy for customers to give you their money while exciting them at the same time.
However, to achieve that, you must understand relevant business trends outside your industry that are likely to affect your sector, as well as take particular interest in analyzing your direct competitors' efforts.
The steps and questions to ask in your efforts to gain and establish a competitive edge for your company, pertinent to customer experiences are:
- What are the overall business trends worth considering both globally and locally?
- How are brands in other industries optimizing to the hearts, wallets, trust, and loyalty of their customers?
- What are my direct competitors' customer experience efforts?
- Are there flops evident from the above analysis with which I can develop a competitive edge?
The above exercise must be critically considered.
Do it to develop an eagle-eyed view of how to differentiate your brand.
Differentiation is a keyword in any customer experience strategy development because there has to be something unique about your organization that current and potential customer can connect with.
2. Understand Your Customers' Journeys
Different customers follow different paths to discover your brand or the products/services you provide.
Also, the path from discovery to actual purchase is a journey filled with different touchpoints for each of your customer segments.
Thus, to develop a practical customer experience (CX) strategy, you must consider the unique journeys that bring people to your business.
But, you must start by conducting research to capture your customers' demographic and psychographic information.
Once you obtain an in-depth analysis of your customers, you proceed to group them into different buckets.
Then, you find the most-likely journey a typical client in each customer segment would take from brand/product discovery to purchase.
So, questions to ask and provide answers to at this stage of your CX strategy development includes:
- Who are your ideal customers obtained via customer persona insights and what segments do they fall into?
- What journeys does each of the above customer segments follow to discover and patronize your brand?
- For each identified journey, what touchpoints are therein?
- What would make an average customer of each journey satisfied?
Furthermore, you must proceed to look deeper at each touchpoint taken along the different journeys identified to discover how to optimize them in line with your customer experience strategy goals, as explained in step two.
Each interaction a customer makes with your brand is a step in the journey that would develop experiences to build trust, as well as drive brand loyalty from them.
3. Define New Goals to Pursue
This step of the CX strategy creation involves putting the knowledge gathered from establishing your competitive position after examining the overall business, sectoral, and direct competitive trends.
At this stage, you want to put all of that into context and generate new goals for your teams.
For example, as highlighted earlier, Nigeria remains the most mobilized country on earth, with over 81% of internet traffic coming smartphones.
Such finding is one to take seriously, as it would imply setting goals that help your brand to turn its attention towards activating and acquiring customers via not just the internet, but mobile.
That Jumia, Nigeria's largest e-commerce store, became Africa's first unicorn (with its valuation of over $1 billion) speaks so much volume of the potential of mobile.
However, if such is your case, this step demands that you shouldn't just join the bandwagon drooling online.
Instead, you need to step back and take a critical view of what enables your brand to make the switch on the wings of customer experience goals most suitable to distinguish your business.
Taking such a critical view would result in defining new goals for your company.
Important things new customer experience goals should address include:
- A resolution to deliver on emerging customer expectations across every touchpoint that matter.
- New KPIs (key performance indicators) to guide your company.
- A process to track and measure set CX goals.
4. Realign Your Vision and Mission Statements
Once you've gone through the stages of conducting competitive analysis, setting new goals, and understanding the journeys that bring customers to your business, you may need to look at your vision and mission statements.
That is because to deliver compelling customer experiences, it has to stem from the root of your entire organization.
As such, every member of your team needs to have some empathy for customers, whether they interface with them or not.
And, of course, the things that would guide your entire organization to put the happiness of customers first are top-down guiding documents like your mission or vision statements.
For example, God Is Good Motors, Nigeria's most innovative transport firm, and an emerging force in that sector had a new mission statement that drives the entire company towards creating experiences customers would love upon the company's rebrand in 2015.
And it reads: "To relentlessly pursue customer satisfaction and safety in the delivery of innovative travel solutions."
With that, every staff of the organization has the consciousness of putting the customer first, as those are included in the vows they agree to even while joining the company.
You will likely not be physically present to remind employees of how you want your customers to feel with every interaction they make with your brand.
That should be the job of principle-guiding documents such as your mission or vision statements, which your customer experience strategy expectations can capture, announce, and instill into all that matter.
5. Empower Employees to Deliver on CX Promises
As you make the switch to delivering your customers experiences that would excite them, build trust, and brand loyalty, you also need to empower employees so they can deliver on the promises you pronounce.
It may require you to retrain your teams, hire new talents, or outsource some tasks to execute the new customer experience (CX) strategy more effectively.
Mind you, the mere imposition of new goals or demands on existing employees without checking to see if they have the right skill set to deliver would do yo no good.
In short, it may end up confusing them.
Execution, no matter how beautiful the customer experience strategy you come up with, is fundamental.
Without execution, nothing would change, whatsoever. And what would empower that execution process is your team.
Hence, empower them, as the need may require.
You can take this step by doing the following:
- Educate employees of your switch in focus to customer experiences.
- Explain how success would affect the entire organization and increase revenues.
- Detail how each touchpoint affects journeys.
- Highlight the skill required to achieve success.
- Conduct training, as required (or outsource where necessary).
6. Enclose Everything with User-Driven Designs
Brand perception matters, and it speaks volumes, as well.
When your current and potential customers see your brand or your products or services, how much of the customer experience (CX) strategy you deployed would they perceive?
Remembering that every customer interaction matter, it is vital to enclose your brand with user-driven designs that speak volumes of the experience it promises.
Of course, you cannot cover a lousy brand, products, or services with a perfect design and expect it to do well.
However, no matter how perfect a product or service is, if people have poor perceptions of it, they may not even bother to check it out.
Meaning you have already lost the first touchpoint, which serves as the first step on the journey to purchase.
If you have gone through the strenuous process of developing a customer experience strategy capable of distinguishing your brand, enclosing your effort with a user-driven design is the icing on the cake.
This necessary step is why companies do a rebrand as they metamorphose into new entities focused on customer experiences.
Hence, if the current branding or design assets with which people know your company for do not align with the new customer experience (CX) strategy you plan to implement...
Go for a rebrand.
Consult a customer experience and brand specialist to communicate your new proposition in colors that enable existing and potential customers to perceive your brand as you desire.
Got any challenges, or questions related to how customer experience can increase customer loyalty and boost your revenue?
Ask in the comments section below.
Download our FREE Customer Experience (CX) Strategy Checklist and tick the steps you need to excite and activate customers