OUR PROCESS

CX PLANNING™

STEP 1: MAP THE CUSTOMER LIFECYCLE

THIS IS WHERE IT ALL BEGINS

8. ADVOCACY

Your customer is loyal – but quietly loyal. Your job is to give them the impetus and the tools to help spread the word. To build so much brand love they want to sing your praises from the rafters.

1. AWARENESS

At this stage your (potential) client is blissfully unaware of your existence. Your job is to get on their radar at all costs.

2. RESEARCH

At this stage you’re on the radar and your (potential) customer is currently researching brands that deliver products & services that you compete for. Your job is to make sure you “turn up” during the search.

7. LOYALTY

Your customer has engaged with you more than once. They’re likely to buy from you again. Your job is to make them feel like a valued customer to ensure they spend as frequently as possible and don’t switch brands.

3. COMPARISON

Your brand has made the shortlist – yay! But the job is not done yet. Your (potential) customer needs to see how you stack up. Your job is to make sure they have the information to make an informed decision (strategically weighed in your favour).

6. EXPERIENCE

Your customer now has your product or service and is experiencing it. Your job is to ensure this experience is not only everything that was promised… but more.

5. SALE / ENGAGEMENT

Your (potential) customer is ready to buy. Your job is to make this process as easy, seamless and painless as possible.

4. ENQUIRY

Your (potential) customer has shortlisted you and has some specific questions before making a final decision. Your job is to answer these as quickly, accurately and persuasively as possible.

STEP 2: MAP YOUR TOUCHPOINTS

BOTH CURRENT & POTENTIAL

8. ADVOCACY

Social Advocacy
Referral Programs
Referral Prizes

1. AWARENESS

Campaign/s
TV
Radio
Outdoor
Press
PR
Online Display

2. RESEARCH

SEO
SEM / AdWords
Directories
Content Strategy
Content Marketing

7. LOYALTY

Loyalty Program
Loyalty System
Points
Gamification
Surprise & Delight
Thought Leadership
Product Leadership

3. COMPARISON

Website
Blog
Brochure/s
Product Comparison Tools

6. EXPERIENCE

Shipping
Delivery
In-store experience
Wrapping
Warranty
Returns
Product Quality
Service Delivery
Customer Support

5. SALE / ENGAGEMENT

E-Commerce
Sales Proposal
Terms & Conditions
Checkout
Point of Sale

4. ENQUIRY

Online Form / Website
Online Chat
Email
Telephone
Face-to-face / appointment

STEP 3: BRAND POSITIONING

POSITIONING YOUR BRAND RELEVANT TO YOUR CUSTOMER NEEDS & COMPETITOR POSITIONING

1. STRATEGY MAP

A Strategy Map helps brands determine where they should focus their efforts to best differentiate from their competitors.

2. BRAND FUNNEL

The Brand Funnel distils your core functional strengths into benefits, values and (finally) a core idea that you can build your customer experience (CX) around.

3. CX STATEMENT

Your CX Statement is the definition of the customer experience you wish to create across all the touchpoints & interfaces of your brand.

STEP 4: THE CX PROGRAM

PLAN, EXECUTE, MEASURE, OPTIMISE

1. PLAN

Armed with a solid understanding of the Customer Lifecycle, the Current v.s Desired Customer Touchpoints and your Brand Positioning we develop a plan to help get your customer experience up-to-speed as quickly as possible.

2. EXECUTE

Once the plan is agreed upon it’s time to execute.  This may include development of any of the touchpoints, interfaces &/or platforms that will ultimately underpin your customer experience.

3. MEASURE

In the age of data-driven marketing there’s no excuse for not measuring every element of your customer experience – from awareness through to advocacy.  We’ll help you develop a data plan and implement a monthly reporting & analysis regime to ensure you can continually improve across all areas.

4. OPTIMISE

Over time you should fine tune every element of your customer experience.  As a first port-of-call we’ll help set up a rigorous conversion optimisation program to ensure your website is delivering a constant (and increasing) stream of leads &/or sales.  And then we rinse & repeat!

OUR TEAM

Meet the team to help you put the right thing, in the right place, at the right time.

OUR WORK

From websites to campaigns to logos to apps. See our latest and greatest.

INTERESTED IN WORKING TOGETHER?

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