Crush Your Competition with this 10-Step Customer Experience Strategy

Customer experience refers to the overall experience that a customer has with a company, from the moment they first learn about the company or its products or services, to the moment they become a customer, and beyond. A positive customer experience can involve many different touchpoints, such as a company’s website, its customer service, the quality of its products or services, and the overall level of satisfaction that customers have with their interactions with the company. Companies that prioritize customer experience often focus on providing high-quality products or services, making it easy for customers to interact with the company, and being responsive to customer needs and concerns. A positive customer experience can help to build customer loyalty and increase customer retention.

Improving customer experience can help a business to grow in several ways:

Increased customer satisfaction: When customers have a positive experience with a company, they are more likely to be satisfied with the products or services they receive, which can lead to repeat business and customer loyalty.
Positive word-of-mouth: Satisfied customers are often willing to recommend a company to their friends and family, which can help to bring in new customers.
Increased customer retention: Customers who have a positive experience with a company are more likely to continue doing business with that company, rather than switching to a competitor.
Increased revenue: When a business has a high level of customer satisfaction and retention, it is likely to see an increase in revenue over time.
Competitive advantage: A strong focus on customer experience can help a business to stand out from its competitors and give it a competitive advantage in the marketplace.

Overall, improving customer experience is an important aspect of running a successful business, as it can help to drive customer satisfaction, loyalty, and revenue growth.

Here are 10 steps you can take to crush your competition, especially if they are unwilling to go through the motions.

#0 Ensure You Have Product Market Fit

Product/market fit is the degree to which a product satisfies a strong market demand. It is the overall fit between the product and the market in which it is being sold. When a product has a good fit with the market, it means that it is meeting the needs of a target customer segment effectively, and that there is sufficient demand for the product in the market. On the other hand, if there is a poor fit between the product and the market, it may be difficult to sell the product, even if it has good features and benefits.

Achieving product/market fit is often a key objective for startups and other companies, as it can be a major factor in the success of a product. It is important to understand the needs and preferences of target customers, and to continuously assess and adjust the product to ensure that it is meeting those needs effectively.

#1 Identify Your Target Audience

A target audience is a specific group of people at whom a product, service, or message is aimed. This group is identified as the intended recipients of a marketing or advertising campaign, and is typically defined by certain characteristics such as age, gender, location, interests, and behavior. Identifying a target audience is an important step in the marketing process, as it allows a company to focus its efforts on a specific group of people who are most likely to be interested in its products or services. By understanding the characteristics of the target audience, a company can tailor its marketing efforts to better resonate with that group, and can make more informed decisions about where and how to reach them.

#2 Create Impeccable Branding

Good branding is the process of creating a strong, positive perception of a company or product in the minds of consumers. It is about establishing a clear, distinct identity that sets a product or company apart from its competitors and helps it stand out in the marketplace. Good branding can help to build customer loyalty, create a strong reputation, and increase the value of a company or product.

There are many factors that contribute to good branding, including:

A clear and compelling brand message: This is the core idea or concept that represents the brand and sets it apart from others. It should be simple, memorable, and communicate the unique value that the brand offers.
A strong visual identity: This includes elements such as a logo, color palette, typography, and imagery that are used consistently across all brand touchpoints.
Consistency: Good branding is consistent across all touchpoints, including websites, social media, advertising, and physical products. This helps to build familiarity and trust with consumers.
Relevance: The branding should be relevant to the target audience and speak to their needs, values, and preferences.
Differentiation: The branding should set the company or product apart from competitors in a meaningful way.
Authenticity: The branding should be authentic and genuine, reflecting the company’s values and mission.

#3 Understand the Buyer’s Journey

The buyer’s journey is the process that a person goes through when considering the purchase of a product or service. It typically consists of three stages: awareness, consideration, and decision.

Awareness stage: In this stage, the buyer becomes aware of a problem or need that they have, and begins to search for information and solutions.
Consideration stage: In this stage, the buyer considers different options and evaluates the pros and cons of each one. They may do further research and seek input from others.
Decision stage: In this stage, the buyer makes a final decision and chooses a product or service to purchase.

Understanding the buyer’s journey can help companies to create marketing and sales strategies that are tailored to the needs and preferences of their target audience at each stage of the process. By providing relevant and useful information and assistance at each stage, companies can help to guide potential customers through the journey and increase the likelihood of a purchase.

#4 Define Your Sales funnel & Channels

A sales funnel is a visual representation of the process that a customer goes through when considering a purchase. It is called a “funnel” because it is shaped like a cone and narrows as it progresses through the stages of the process.

The stages of a typical sales funnel include:

Awareness: In this stage, the customer becomes aware of the product or service and begins to consider whether it meets their needs.
Interest: In this stage, the customer expresses interest in the product or service and begins to gather more information about it.
Evaluation: In this stage, the customer evaluates the product or service and compares it to other options.
Decision: In this stage, the customer makes a decision to purchase or not purchase the product or service.
Action: In this stage, the customer takes action and makes the purchase.

The sales funnel is a useful tool for understanding the different steps that a customer goes through when considering a purchase, and for identifying areas where a company may be able to improve its marketing or sales efforts. By analyzing data and customer feedback at each stage of the funnel, a company can identify areas for improvement and optimize its sales process to increase conversions.

#5 Create Collateral For Each Stage in The Sales funnel

Sales collateral is any material that is used to support the sales process. It can include a wide range of materials such as brochures, product sheets, case studies, presentations, and demos. The purpose of sales collateral is to provide information about a product or service to potential customers and help to convince them to make a purchase.

Sales collateral is typically developed by the marketing department and provided to salespeople to use in their interactions with prospects and customers. It can be used in a variety of settings, including sales meetings, trade shows, and online.

Effective sales collateral is tailored to the needs and interests of the target audience and highlights the key benefits and features of the product or service. It should be visually appealing and easy to understand, and should be consistent with the overall branding and messaging of the company.

#6 Develop an “Awareness Agenda (Campaign)” & Create Content Around It*

A marketing campaign is a coordinated series of marketing efforts that are designed to achieve a specific objective, such as increasing brand awareness, generating leads, or driving sales. A marketing campaign typically involves a range of activities, such as advertising, social media, email marketing, events, and content marketing, and may be targeted at a specific audience or market segment.

Marketing campaigns can be short-term or long-term, and may be focused on a specific product or service, or on the company as a whole. They may be conducted using a variety of channels, including traditional media, digital platforms, and experiential marketing.

The goal of a marketing campaign is to effectively communicate the value of a product or service to the target audience and persuade them to take a desired action, such as making a purchase or signing up for a newsletter. To be effective, a marketing campaign should be well-planned and carefully executed, and should be based on a thorough understanding of the target audience and the market in which the product or service is being sold.

There are many ways that a business can generate awareness for its products or services. Some common strategies include:

Advertising: Advertising can be an effective way to reach a large audience and communicate key messages about a product or service. Options include traditional media such as television, radio, and print, as well as digital platforms such as social media, search engine advertising, and display advertising.
Public relations: Public relations (PR) activities, such as press releases, media interviews, and events, can help to generate awareness and build credibility for a business.
Social media: Social media platforms, such as Facebook, Instagram, and Twitter, can be effective channels for building a following and promoting products or services.
Content marketing: Creating and sharing valuable, relevant, and consistent content, such as blog posts, articles, videos, and podcasts, can help to attract and retain a clearly defined audience and generate awareness for a business.
Influencer marketing: Partnering with social media influencers or industry experts can be a powerful way to reach a targeted audience and generate awareness for a business.
Events and sponsorships: Participating in events or sponsoring events or organizations can help to build brand awareness and reach a specific audience.
Word of mouth: Encouraging satisfied customers to spread the word about a business can be a powerful way to generate awareness and drive new business.

Creating content can be a good idea for businesses as a way to attract and retain customers, and to establish themselves as thought leaders in their industry. By creating and sharing valuable, relevant, and consistent content, businesses can:

Attract and retain a clearly defined audience
Establish credibility and expertise in their industry
Generate leads and drive traffic to their website
Improve search engine rankings
Engage with customers and build relationships

There are many different types of content that businesses can create, including blog posts, articles, videos, podcasts, infographics, and social media posts. The specific types of content that a business creates will depend on its goals, target audience, and resources.

Creating content can be time-consuming and resource-intensive, so it is important for businesses to carefully plan their content marketing efforts and to allocate sufficient resources to create high-quality content. It may also be helpful to set clear objectives and measure the effectiveness of content marketing efforts to ensure that they are meeting desired goals.

#7 Talk To Your Customers

Customer feedback is the information and opinions that customers provide about a company’s products or services. It can be both positive and negative, and can include comments about a wide range of issues, such as product quality, customer service, the purchasing experience, and overall satisfaction.

Customer feedback is valuable to businesses because it can provide insights into how customers perceive their products and services, and can help to identify areas for improvement. By listening to and acting on customer feedback, businesses can improve the customer experience and build customer loyalty.

There are many ways to collect customer feedback, including surveys, online reviews, social media, customer service channels, and in-person feedback. It is important to make it easy for customers to provide feedback and to show that their feedback is valued and taken seriously.

There are many ways to collect customer feedback, including:

Surveys: Surveys can be an effective way to gather feedback from customers. Surveys can be conducted online, by phone, or in person, and can be used to gather a wide range of information, including satisfaction levels, product or service preferences, and areas for improvement.
Online reviews: Encouraging customers to leave reviews on online platforms such as Google, Yelp, and Facebook can provide valuable feedback and help to build credibility for a business.
Social media: Monitoring and responding to comments and reviews on social media can provide valuable insights into customer opinions and experiences.
Customer service: Encouraging customers to provide feedback through customer service channels, such as phone, email, or live chat, can help to identify areas for improvement and resolve any issues that customers may be having.
In-person feedback: Gathering feedback in person, through techniques such as focus groups or one-on-one interviews, can provide more detailed and nuanced insights into customer experiences and preferences.

It is important to make it easy for customers to provide feedback and to show that their feedback is valued and taken seriously. Responding to customer feedback in a timely and appropriate manner can help to build trust and improve the customer experience.

#8 Implement Customer Feedback (AKA Optimize)*

It is generally a good idea for businesses to consider and implement customer feedback. Customer feedback can provide valuable insights into how customers perceive a company’s products or services, and can help to identify areas for improvement. By listening to and acting on customer feedback, businesses can improve the customer experience and build customer loyalty.

That being said, it is important for businesses to carefully consider the feedback that they receive and to prioritize improvements based on the potential impact and feasibility. Not all feedback will be feasible or appropriate to implement, and it may be necessary to make trade-offs and prioritize certain improvements over others.

It is also important for businesses to communicate with customers about the feedback that they receive and the actions that they are taking in response. This can help to build trust and show customers that their feedback is valued and taken seriously.

#9 Expand The Product or Service Offering

Product expansion refers to the process of adding new products to a company’s existing product line. This can involve introducing new variations of existing products or developing completely new products. Product expansion can be a way for a company to increase its revenue and diversify its product offerings, but it also carries some risks.

Expanding the product or service offering can be a good idea for a business, but it depends on the specific circumstances of the business and the market. Some potential benefits of expanding the product or service offering include:

Increased revenue: By offering more products or services, a business may be able to increase its revenue.
Diversification: Expanding the product or service offering can help a business to diversify its revenue streams, which can make the business more resilient to economic downturns or changes in consumer preferences.
Increased customer loyalty: Offering a wider range of products or services can make a business more appealing to customers and help to build loyalty.

However, there are also potential risks associated with expanding the product or service offering, including:

Increased costs: Developing new products or services can be expensive, and there is no guarantee that they will be successful.
Competition: Expanding into new areas may bring the business into competition with other companies that already have a strong presence in those markets.
Loss of focus: Focusing on too many different products or services can spread a business’s resources thin and dilute its brand identity.

Overall, it’s important for a business to carefully consider the potential risks and benefits of expanding its product or service offering before making any decisions.

#10 Develop Strategic Partnerships

A strategic partnership is a relationship between two or more businesses that is formed to achieve a specific goal or set of goals. Strategic partnerships can take a variety of forms, such as joint ventures, marketing partnerships, and supplier relationships.

In a strategic partnership, each partner typically brings unique strengths and resources to the table, and works together to achieve mutually beneficial goals. For example, a strategic partnership might involve one company providing a product or service to another company, in exchange for access to the second company’s distribution channels or customer base.

Strategic partnerships can be beneficial for businesses because they allow companies to access new markets, share risks and costs, and combine their expertise and resources to achieve greater success than they might be able to achieve on their own. However, it’s important for businesses to carefully consider the potential risks and benefits of entering into a strategic partnership, as it can be a complex and long-term commitment.

#11 BONUS: Become A Better Leader

It is important to become an effective business leader. Effective business leaders have the skills and abilities to achieve the goals and objectives of their businesses, inspire and motivate their teams, create a positive work environment, drive innovation, and make a positive impact. These skills are essential for the success of any business, and can help business leaders to achieve their own personal and professional goals. In addition, being an effective business leader can also have a positive impact on the people and communities in which the business operates. Therefore, it is important for anyone who is interested in a leadership role to work on developing their leadership skills and abilities.

Business leaders can take actions that may prevent their businesses from becoming successful, either intentionally or unintentionally. Some common mistakes that business leaders may make that can hinder the success of their businesses include:

Failing to clearly define the company’s mission and goals: Without a clear direction, it can be difficult for a business to succeed.
Not adapting to change: Businesses that are unable to adapt to changes in the market or industry may struggle to remain relevant and successful.
Lack of focus: Trying to do too many things at once can spread a business’s resources thin and dilute its efforts, leading to mediocre results.
Poor leadership: A business is only as strong as its leadership, and poor leadership can lead to a lack of direction, low morale, and ultimately, failure.
Poor financial management: Failing to properly manage a business’s finances can lead to financial problems that can ultimately sink the business.

Overall, there are many factors that can contribute to the success or failure of a business, and it’s up to business leaders to make the right decisions and take the right actions to ensure the success of their businesses.

For those ready and willing to commit to personal development, there are many books that can help with leadership development. Here are a few recommendations:

“The 7 Habits of Highly Effective People” by Stephen R. Covey: This book helps readers to understand the habits that are necessary for personal and professional effectiveness, and provides a framework for developing those habits.
“Dare to Lead” by Brené Brown: This book offers a research-based approach to leadership development, and teaches readers how to cultivate courage, vulnerability, and trust in their leadership practices.
“The Leader in Me” by Stephen R. Covey: This book teaches the principles of leadership and personal effectiveness to children, and helps parents and educators to instill those principles in the next generation of leaders.
“The Lean Startup” by Eric Ries: This book provides a framework for developing and growing businesses in a fast-paced, uncertain environment, and teaches readers how to build and scale products or services in a sustainable way.
“The 21 Irrefutable Laws of Leadership” by John C. Maxwell: This book teaches the principles of leadership through 21 “laws” that are based on the experiences of successful leaders.

There are many other great books on leadership development as well, so it’s worth doing some research to find the ones that are most relevant and helpful for your needs.