Tips for creating a customer experience framework for your business

A customer experience framework is a set of principles and practices guiding the interactions between a business and its customers. For small businesses, a customer experience framework can be the key that unlocks the door to growth and success.

It helps create positive experiences, build customer relationships and exceed customer expectations by laying out a roadmap of customer interactions.

This blog will explore the basics of creating a customer experience framework and how it can help your business.

Customer experience vs. customer service vs. customer journey

Customer experience, customer service, and customer journey can sound like interchangeable terms. While they are all focused on reducing customer churn and increasing customer satisfaction, there are stark differences between them.

Customer experience (CX)

CX is the overall perception of a customer when interacting with a business, from initial contact to post-purchase. It’s about creating an emotional connection and developing customer loyalty.

For example, if a customer visits your website, the CX strategy is customer-centric and all about making sure they have a great customer experience so that they come back.

Customer service (CS)

CS is the direct interaction between a customer and a business. It’s about meeting customer needs by providing knowledgeable and helpful answers when customers have questions and solving their problems.

Let’s say a customer calls your business with a question. The goal of the customer support team is to quickly and accurately answer so that they feel heard and respected.

Customer journey

The customer journey is the process that customers go through from the moment they become aware of your company name to when they make a purchase. It’s about understanding the customer’s motivations, needs, and expectations along each step of their journey.

For example, the customer journey may start when they first see an ad for your product on social media, which leads them to research your product and go through the decision-making process. Various sections of your customer base might have different customer journeys.

The benefits of creating a customer experience framework

Here are some key benefits of creating a customer experience framework for your business:

Increase brand loyalty

If customers consistently have positive customer interactions with your business, they’re more likely to become loyal customers. They will know what to expect when interacting with you and are willing to go the extra mile when dealing with you.

CX programs to provide customer success also improve the net promoter score (NPS) and the prospects of attracting new customers.

Improve operational efficiency

A customer experience framework can streamline processes and drive digital transformation initiatives. A digital customer experience might include chatbots, providing real-time answers to customer inquiries. Opportunities for automation reduce strain on frontline customer service staff and offer a consistent customer experience.

Create a better understanding of customers

A customer experience framework helps you understand customer pain points, allowing you to tailor your services to meet expectations. For instance, understanding what customers are looking for regarding product information, customer service, and overall experience can help you identify areas where your business can improve.

Provide excellent customer service

Creating a customer experience framework ensures customers receive the best possible customer service. It sets expectations for how customers should be treated and provides guidance for customer service teams on how to handle different customer scenarios.

Key components of a customer experience framework

A customer experience framework should include the following elements:

Customer segmentation

Analyze your customers and categorize them based on customer data, such as needs, demographics, and behavior. This helps you personalize your customer experience so that it’s tailored to each individual customer.

Customer journey mapping

Mapping out the various stages of the customer journey, from initial contact to post-purchase, helps you identify potential areas for improvement and ensures customers have the best possible experience.

Customer feedback

Collecting customer feedback regularly is essential to understand what’s working and what’s not. Without such customer insights, it’s difficult to know how customers feel about their experience and what changes could be made.

Customer service policies and procedures

Create a set of policies and procedures for customer service teams to follow. This ensures that customers are getting the same high-quality service every time they interact with your business. Such uniformity in customer service is critical for building relationships with customers.

Creating your own customer experience framework

Not sure where to start? Here’s a step-by-step guide for creating your own customer experience framework.

Step 1: Collect data and map customer journeys

Start by gathering insights from your customers. Speak to them directly, survey them, read reviews, and pay attention to their behavior when interacting with your business. This will help you understand their needs and create a customer journey map.

Step 2: Set a vision and define customer experience goals

What do you want your customers to feel when they interact with your business? Use this information to set a vision and elevate the customer experience you want to create and define specific customer experience goals.

Your vision should be clear and achievable, and your goals should be measurable.

Step 3: Create customer segmentation categories

Identify the different types of customers you want to target so that you can tailor your customer experience to them. For example, if you run a pet care business, you might want to focus on customers who are pet owners, pet groomers, or veterinarians.

Step 4: Identify key customer touchpoints

Once you’ve mapped out the customer journey, identify all the key touchpoints along the way. This will help you understand where customers are most likely to experience problems or have their needs unmet.

For example, key customer touchpoints for a home services company could include the initial website visit, phone call, appointment scheduling and the in-home visit.

Step 5: Create policies for achieving your vision

Develop policies, procedures and processes that your customer service team can use to ensure customers are receiving the best possible experience. This should include expectations for response times, customer feedback processes and customer service standards.

Without a clear framework for your customer experience, it’s difficult to know exactly what your customers expect from you and how you can best meet their needs. It also provides a roadmap for customer engagement so your employees know how to respond to customer requests and complaints.

Step 6: Review and optimize

Review your customer experience framework regularly to ensure it’s still meeting your customers’ needs. Monitor customer experience metrics and make adjustments as needed to continuously improve the customer experience.

For example, you might want to implement customer feedback systems or conduct customer surveys regularly. This helps you identify areas where your business could improve and ensure your customers get the best possible experience.

Improve customer experiences with Broadly

Managing customer experiences can quickly turn into a full-time job. Broadly is here to help with automated customer feedback surveys, a single inbox for all customer conversations, and powerful reporting to help you gain insights into your customers.

With Broadly, you can quickly build a comprehensive picture of your customer experience and ensure your customers always get the best possible service.

Ready to see how Broadly can help you develop your customer experience strategy?