The main reason for Customer Experience models failing, according to Customer Experience experts in the main companies, is because of the lack of a clear strategy. This is why is crucial that any Customer Experience initiative comes along with a reflection and definition of the fundamental aspects which define the company's Customer Experience strategy.
In order to develop this, companies must count on a series of inputs which are essential for the strategy definition to generate the desired business goals and diferentiation. This information includes a complete comprehension of the clients and the Customer Journey they experience with the company, alignement with the vision and business goals, and also a comparison of the positioning in relation to the rest of the market.
The CEM Strategy design takes place from the gethered information during the "Listening" phase of the IZO methodology. which includes the comprehension vision of the client and the experience's impact in the business.
Based on this information and the brand's positioning comprehension and atributes and values of the company, several tools are applied in order to reflect about the key aspects which will be useful to construct the Experience Promise, the Atributes and the Application of these in concrete compromises with the client. In order to generate this information, we work in a Strategy and Experience Visión Workshop, which is lead by one of the IZO experts and in which several tools are applied such as:
- Experience Atributes' Pyramid
- Business Model Canvas
- IZO Framework CEM
- Blue Ocean Strategy Map
Is on behalf of these carried out dynamics performed with the Managers and key persons of the company, that we extract relevant information for the Strategy and Visión document generation, which must be the base to guide the innovation processes and experience transformation.