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An overview of the stages in developing CX

To improve customer experience, you need to move from touchpoints to journeys.

You need to stop thinking offline and online, shopper and consumer. People, as in your potential customers, don’t think in the way that we have segmented marketing and our businesses. They think about themselves and what they want to achieve and how they are going to achieve this.

So how do we do it?

Phase one: Understanding your customer & market

Where we will bring together research and challenge assumptions.

In this phase we use insights (market, business & consumer) to help us understand who your key customers are. What they need and expect, how you can deliver against their expectations. As well as understanding your position in the market.

Outputs include:

  • Audits

  • Segmentation Models

  • Personas

Phase two: Addressing the experience gap

In this phase we map out your customer’s pain points to close the gaps between expectations and the current experience. This will provide us with the sweet spots to focus our efforts for optimal results. We need to ensure we integrate customer measures into your business KPI’s.

Outputs include:

  • Journey Maps

  • Experience Architectures

  • Strategy Maps

  • Priority Backlogs

Phase 3 Transforming your business to be customer committed

Working through your Priority Backlog to create disruption in your marketplace, putting customers at the heart of your organisation and driving valuable results back to the business.

Outputs include:

  • Internal training

  • Channel strategies

  • Marketing campaigns

  • Innovation sprints

Phase one in detail

To truly understand what makes your audience tick, how to speak to them, and how to win them over, creating Buyer Personas is vital. If you have a deep understanding of what your consumer is looking for, what satisfies them and what they value, you have a chance of turning their interest into true brand loyalty.

Personas are fictional archetypes that represent a company’s target customers. When creating them, you want your Personas to be as realistic as possible. And the only way to achieve that is to learn as much as you can about the people you want to interact with.

The bedrock of Personas is research.

First, start off with some basic biographical information.

Next, you’ll want to define their goals.

Then, it’s good to clearly define the persona’s frustrations or pain points.

Phase two in detail

Journey Mapping highlights where you are delivering an exceptional experience, building loyalty and advocacy. And where you’re delivering a poor experience, driving your customers to competitors.

That means you go step by step by step to depict the journey, to capture the customer’s story of the experience, to depict the timeline of steps they took to go from point a to point b.

Approximately 70% of the time we develop Journey Maps. When we need to do rapid disruption in the marketplace we develop Experience Architecture Maps instead.

For CX Journey Maps we visualise the process a Persona goes through in order to accomplish a goal. Understanding what the Persona is doing, thinking, and feeling throughout the experience.

For Journey Mapping you need to:

  • View things from the customer’s perspective

  • Capture any kind of detail about the experience

  • Able to tell where things go right or wrong

  • Understand what the customer is doing, thinking, and feeling throughout the experience

  • Able to develop the corresponding service plan to fix what’s happening to support the experience

For CX Experience Architecture we take it a step further and are able to develop the corresponding service plan to fix what’s happening to support the experience.

For Experience Architecture Mapping you need to have:

  • Journey Mapping

  • The user mindset

  • Emotional curve

  • The phasing

  • How we are going to inspire

  • How are we going to satisfy

We take the insights from the Personas & Journeys and carry out a deep dive to develop insights and guiding principles. At this stage we bring together the insights unearthed in phase one and phase two. Through these analyses we will understand the experience gap and what needs to be done across the various touchpoints and lanes.

The output is a Strategy Map. This is our master blueprint. It is the most important aspect to get complete buy-in, as this shapes the marketing, products and services.

Strategy Map:

  • It summarises all the Lanes - Brand, Paid Media, Social, CRM, product development.

  • Summary of insights learnt - what we know from the Personas and Journey Mapping

  • The ambition to achieve the future state

  • The diagnosis - what is the current core issue

  • Our guiding principles - our mantra for this lane

  • Our action plan across time - what we will do

  • KPI - what metrics we will track

  • KPI - what metrics we will track

Once we are aligned on the Strategy Map we develop the Priority Backlog. This encompasses products, services, comms & marketing that we need to develop to achieve the Future State Journey’s and ambitions spelt out in the Strategy Map.

We start with hypothesis of “because”, “who”, “what”.

Each line item on the backlog is rated in priority and we divide into squads and carry out sprints.

For example:

  • Because … it’s difficult to find the stuff you really want on conventional e-commerce platforms.

  • Who.. everyone of the personas

  • What…. value a service, which does the curating heavy lifting and suggest a small number of options on demand.

Phase three in detail

CX is action orientated. It doesn’t live in a presentation but in the action plans and moments of interaction. It is always in a state of optimisation. Now you need to ensure your business becomes CX obsessed and uses your Personas, maps and backlog to guide each and every action and decision.

At this stage we have the blueprints and action plans, now we need to bring it to life. Working through your Priority Backlog to create disruption in your marketplace, putting customers at the heart of your organisation and driving valuable results back to the business.


  • Internal comms - after all your staff are also your customers

  • Call centre experiences

  • Staff development

  • Innovation plans - product development

  • Marketing strategies

  • Channel strategies

  • Campaigns & comms

Remember, delivering your CX can only be achieved by aligning the whole organisation behind the CX Vision, CX Strategy & partaking in the CX implementation. Successful business alignment means that Marketing, HR and Operations must have a collective role in the planning and implementation, to ensure that the right skills and knowledge as well as infrastructure and processes are in place.



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