The need for a comprehensive customer experience strategy
Authored by Maxine Smith, Managing Director, Uptake Strategies for the PME Pharma Marketers’ Blog
In this article, Maxine highlights that the customer experience strategy needs to reflect the values of the company, the essence of the brand, and the expectations of the customers. Maxine also noted that there are several learnings we can take from more advanced customer experience-driven industries to progress customer experience strategy thinking and confidence.
Maxine suggests the focus should start with reality, learning and iterating, personalisation, channel choice and use, style and feel, and measurement. Maxine concludes by stating that we need to look to build human experiences because if our customer experience strategies are based around removing friction and frustration, then we are heading in the right direction.