1. Customer Experience (CX) Defined
What exactly is Customer Experience (CX)?
That said, the working definition of CX used in
the report below is this:
The sum of all experiences a customer has in
their interactions with a company and its
products or services. Understanding these
interactions, particularly what makes them
positive or negative, is central to understanding
and improving CX.
Source:
http://www.softwareadvice.com/crm/industryvi
ew/mobile-support-report-2015/
A recent Gartner survey found that, by 2016,
89 percent of businesses plan to compete
primarily on the basis of their CX.

2. Customer Experience Roadmap
Incorporating Social Media and Data Analytics

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Lori Fraijo Raygoza
6 Ways to Enhance Your Customer’s Experience
Turning your Customers into Advertisers
Flexible Social Marketing
Utilize a multiplatform approach to communicate with your customer.
Some platforms lend themselves to short campaigns while others are
better suited for relationship development.
01 Consideration of Marketing Quality
Both the quality of and consistency of your marketing matters. Taking the
time to market with your customers’ experience as your primary goal will
add to the quality of the relationship between your customer and your
brand.
02
Your Content in Social Media
Adapt your content both your audience and to the platform to engage and
create connections with your customers. Content should not be recycled
amongst the various platforms.
05 Consideration of New Strategy
Social media is constantly evolving and new strategies have to be
considered to adapt to new platform options.
06
Social Media Users Analytics
Always pay attention to the numbers and transform your data
analytics into actionable strategies that drive the customer
experience.
03 Social Media Marketing Policy
Make sure your social marketing policy is consistent across all company
verticals and across all channels to support all customer touchpoints.
04

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Lori Fraijo Raygoza
Aligning Customer Experience w/ Vision & Mission…
Customer Experience Alignment Life Cycle
Vision
Mission
Strategies
Target & Goals
Implementation & Action Plans
Brand Vision
How do you want your customers to
view you when they interact with you.
Are you interacting with your future
base as well as your existing one?
Corporate Strategy
Strategy must incorporate all customer
touch points and business verticals to
support consistency and reduce
redundancies..
Implementation & Action Plans
Once your vision, mission, strategies,
target and goals are identified and
aligned, you are ready to develop and
implement your action plans.
Organizational Mission
Your customer’s experience must align
with your organizational mission.
Identifying Your Target & Goals
Utilize data to identify your target
market and interaction goals.

5. 5
Lori Fraijo Raygoza
Customer Experience Plan Implementation Roadmap
A plan, properly executed will yield quantifiable results
Research
Your customer base, review
historical data and analyze past
successes and failures.
Outline
Create an outline of timelines,
goals, and projected outcomes.
Concept
Develop the “message”
customer’s should intuit in every
interaction.
Presentation
Present messaging to
departmental leaders to ensure
alignment with goals.
Revise
Revise messaging based on
feedback from presentation
collaboration.
Deliver & Launch
Launch the campaign paying close
attention to the analytics for
future research.

6. 6
Lori Fraijo Raygoza
Digital Customer Experience Touchpoints
Today’s customer is more likely to interact digitally
Mobile Content
Search Engine Marketing
Paid Advertising
Email Marketing
Your Website
Company Blogs
Social Media
Content Marketing

7. 7
Lori Fraijo Raygoza
The Power of Mobile
The mobile touchpoint will play a critical role in the overall customer experience
…Mobile Apps
…Mobile Sites
…Mobile Experience01
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40% of shoppers consult 3 or more channels (often
while shopping) before making a purchase.
4 out of 5 consumers use smartphones to shop.
70% of mobile searches lead to online action within an hour.
Mobile has overtaken Internet Desktop usage.

8. The Mobile Effect
Customer Support
Sixty-three percent of U.S. adults use mobile devices at
least several times per month to seek customer support.
Mobile Support
Tech “early-adopters” aren’t the only ones who use mobile
devices to seek service: even those who say they are “never
first to buy new tech products” still seek mobile support
more than once per month.
Responsive Design
Ninety percent have had poor experiences seeking
customer support on mobile. Companies can mitigate this
problem by creating a website with responsive design and
using self-service information management.

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