CX（顧客体験）戦略
CX（顧客体験）戦略
お客さまにとって本当に価値のある重要な瞬間を定義し、体験を通じてどのような印象・感情を持っていただくかを設計します。あらゆるチャネルにおいて、一貫性のあるお客さま中心の体験を実現します。
体験の設計と展開
市場やお客さまのニーズが変化し続ける中で、企業もまた、組織、戦略、テクノロジー、商品・サービス、そして人材まで、常に進化を求められています。CXGは、そうした変革のあらゆる段階において、ブランドと伴走しながら、体験の設計から現場への展開までを支援します。
CX（顧客体験）は「エコシステム」です。真に機能するCXを実現するには、すべての要素が連動していることが欠かせません。
CX変革を成功に導く、全体像をご紹介します。
体験の変革は包括的なものです。戦略、組織、プロセス、価値観、インサイトといった舞台裏の取り組みが、現場やデジタルを含むあらゆるチャネルで、お客さまの心を動かす体験として一貫してつながることが重要です。下の図をクリックして、CX変革を成功に導く各要素をご覧ください。
People Partnerships
Focus on relationships, experiences, and human connections.
Experience transformation is about being relevant and impactful in the hearts and minds of your customers. It is about delivering effortless and satisfying experiences, consistently, through motivated and engaged teams, supported by tailored coaching and training. Focus on relationships, not transactions. Experiences, not products. Build organizational structures that facilitate cross-functional collaboration and knowledge sharing, while leveraging the power of tech to enable better, informed and more human connections.
Vision Strategy
Don’t just think about your customers, you need to think like your customers.
In order to develop an effective CX transformation plan, it is essential to have a clear vision of the ideal CX future state that employees can commit to and engage with. A strong CX vision provides context and direction, while also inspiring and exciting both customers and colleagues. It guides how the CX plan is brought to life on-stage and off-stage, helping you to prioritise and align investments, develop tactics and define a strategy to achieve it.
Data Technology
Your ability to transform experiences is defined by the quality of the data on your customers and employees
Data provides more knowledge about behavior, experience, and business performance. Combined with customer feedback and sentiment, this information is the foundation for improvement. It’s essential to create a technical infrastructure that supports cross-functional operations and journey-focused CX management. Omnichannel and single touchpoint technology solutions are a key focus, whether they are engaging buyers online through e-commerce platforms, fostering seamless in-person customer encounters in store, or integrating online and offline brand experiences.
Brand Culture
Employee experience and organizational culture drive customer experience.
Transforming customer experience therefore means transforming employee experience as well. Does the current culture support or damage the delivery of your brand experience? Think about how you want your customers to feel, and create an internal culture around the same values. What are the key messages you want your employees to communicate about your brand? And how can you create an environment that supports them in delivering those messages?
Organisation Operations
Customer experience is a competence, not a function.
In transforming experiences, the aim is to engage ever more seamlessly with your customers. Your organization and operations need to be designed in a way that facilitates a smooth, consistent and joined-up-omnichannel experience. Think about what is having the greatest impact on your customer experience today. What needs to be done to simplify and change it? New off-stage processes and procedures should be created to drive collaboration and work across functional groups to deliver impactful client experiences.
Leadership Governance
Leading customer experience and employee experience is a C-suite activity.
It’s vital to consider what customer-centric mindset is needed to impact your on-stage customer experiences, and what needs to be done ‘off-stage’ to orchestrate the transformation. Getting this right means truly understanding your customers’ needs; having a clear vision of your CX vision and communicating it clearly and convincingly; bringing your CX strategies to life; and monitoring – and learning from – your performance. Sustainable transformation also needs a clear governance system for regular review, alignment and decision making.
The Omnichannel Promise
Have you harmonised your customer-centric retail brand experience? Are all your touchpoints aligned?
Customers are more connected than ever before, interacting with brands across multiple channels every day. Whether shopping online from a desktop or mobile device, by telephone, or in a traditional store, they want to interact though the channel that’s convenient to them at that moment. It’s the customer, not the channel, who should be at the centre of the experience. How seamless is their experience as they go from one channel to another? How are you removing the friction as they move between different touchpoints?
Transforming Experiences
Understanding, evaluating and anticipating the needs of your customers must be your priority.
Transforming experiences requires rigour and alignment across your entire organisation. For customer experience to work, it all has to work. Helping everyone in your organisation to understand and acknowledge this allows you to drive a customer-centric strategy; an impactful leadership experience; an engaged and motivated employee experience; and a powerfully sustainable, impactful and profitable customer experience.
CXGの視点：3レンズ・アプローチ
変化の先を行くためには、多様な視点を取り入れることが欠かせません。CXGでは、「お客さま」「チーム」「専門家」という3つの視点から状況や課題を捉えることで、表面化しにくいニュアンスや相互関係を明らかにします。このアプローチにより、目先の対処ではなく、課題の本質そのものに向き合うことが可能になります。
お客さまの視点
すべてはお客さまの視点から始まります。CXGは、ブランドが提供している体験をお客さまがどのように受け取っているのかを、チャネル横断で深く理解します。そして、ブランドとの関係性におけるあらゆるタッチポイントで、その体験がお客さまの期待やニーズとどの程度一致しているかを分析します。
チームの視点
チームは、ブランドの成功を支える中核です。CXGは、経営・リーダーシップが掲げるビジョンや目標を確認すると同時に、それを実現する過程で現場のチームが直面している課題や難しさを、役割や階層を横断して掘り下げます。具体的なペインポイントや実務上の障壁を特定することで、エンゲージメントとパフォーマンス向上への道筋を明確にします。
専門家の視点
CXを機能させるためには、すべての要素が連動している必要があります。CXGはオムニチャネル全体の仕組み、社内組織の構造、そして店舗運営の細部に至るまでを包括的に評価します。バックヤード業務、評価・インセンティブ制度、チームの関係性、売場での接客やコミュニケーションなど、さまざまな要素を総合的に捉え、CX全体の最適化を図ります。
CXGとともに、次の成功へ
CXコンサルタントが、貴社の顧客体験をどのように高められるかをご紹介します。ぜひお気軽にお問い合わせください。
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