Although there is not a universal definition of CX, Gartner defines customer experience as “the customer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, systems, channels or products.”

Positive customer experiences can generate more revenue, as you’re more likely to retain customers and gain new ones. Poor customer experiences can cause revenue to drop as people look for better options and it becomes harder to acquire new customers.

Two factors directly impact customer experience: the products your company offers and the people who work for you. A great product can enhance customer experience, particularly if it’s easy to use or performs better than expected. Stellar customer service and support, provided by happy employees, also bolster CX.

While stellar customer experience is non-negotiable, it can be challenging to make it work seamlessly. Customer information needs to be made readily available to the teams and representatives that need it. Advertising campaigns must address customers’ needs and wants and encourage them to act. Developing a CX strategy and using the right software platform can help ensure your customers’ experiences are positive from their first interaction with your company.

With a CX strategy, your company develops a plan to provide customers with a positive experience, no matter where they are in their journey or how they connect with your business. This strategy should consider the company’s overall goals and values, plus the current customer data you have. Examine your most important key performance indicators to determine where to expand the power of a journey orchestration platform.

Knowing who your customers are and what they want is part of your CX strategy. Your strategy should also allow your company to form a deep connection with customers that enhances business results.