How to build your customer experience strategy

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In this section, we’ll walk you through the key steps and methodologies for developing a winning customer experience strategy. From there, you may be ready to consider what customer engagement model will be best for your business.

Get to know your customers and audience
In 2022, jewelry brand Signet saw a 50% growth in car owner data sales — including a 27% increase in online sales — by improving their customer experience. A key part of their CX strategy was to find out what their customers are looking for when buying jewelry.

To offer memorable, personalized customer experiences, you need to understand the very people you’re serving: your customers.

Start by looking at demographics like age, gender, location and income level to get a baseline understanding of your buyers. But that’s just the tip of the iceberg. You also need to delve into their pain points, motivations and habits.

Next, segment your customers into different groups based on shared characteristics. If you’re a SaaS tool, you might have a group of young, tech-savvy professionals who value efficiency, and a group of older, less tech-savvy professionals who value simplicity and ease of use.

Now, build personas — representations of your ideal customers within each segment. Personas make it easier to visualize and empathize with your customers.