CX Strategy

Guiding great brands toward CX maturity

Brands thrive when they create customer experiences that deliver both business results and rave reviews. In our strategy practice, we help decision-makers in the C-suite progress toward customer experience maturity, and differentiate their  brand against competitors. Our consulting team crafts strategy, prototypes the future state, and then ties it to downstream execution. Our approach is lean and multi-disciplinary – matching the unique heritage of Hero Digital – and drives quickly toward brass-tacks details and action plans to bring ideas to market.

CX Maturity

Customers are the lifeblood of every business. But while technology has taken some parts of the customer relationship online, the last few decades of technology innovation have skewed more toward internal benefits than improving the customer experience. Putting a product catalog online and letting customers order there provides great cost efficiencies for the business, for example, but may not do anything to improve the customer experience, and almost certainly falls short of what’s possible: to present offerings in context to your customer, matched to their history and their needs. This is just one example of the shift in approach needed to reach customer experience maturity.

To analyze your digital customer experience, we work with a maturity model that evaluates how well you understand your customers, target your offerings, and measure your results. Navigating the road ahead requires a grounding in the current state. Once we establish “You are here,” we set about mapping the way to a future state and specifying a specific series of steps and investments needed to get you there.

Our CX Maturity Model

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Our Approach: 5 Giant Steps

Discover

In the discovery process we work with senior leadership to understand critical goals and KPIs for the next 12-36 months. From there we work directly with key internal and external stakeholders to research the current and desired states. We will typically focus on the identification of key audiences across the customer base, the employees, and third parties in the supply chain. We then work to analyze both competitors and best-in-class peers in order to benchmark the space and illustrate best practices.

DELIVERABLES:
  • Business Goals and Requirements
  • Stakeholder Interview Findings
  • Persona Definition
  • Competitor and Peer Analysis

Audit

In the audit process, we focus on three main phases of the customer lifecycle: consideration, purchase, and post-purchase. We look at the current customer journey across channels, and how that process is supported internally. Starting with brand, and moving through each digital channel, we look at the quality of the experience, the connectedness, the supporting systems, and the use of data to measure performance. The audit serves as a benchmark of the current state and as a basis for the recommendations that follow.

DELIVERABLES:
  • Brand and UX Audit
  • Digital Marketing Audit
  • Data and Analytics Audit
  • Technology and Systems Audit

Technology

Based on learnings what we learn in the discovery and audit phases, we make detailed technology recommendations for systems needed to support the evolution of the customer experience. CMS, Marketing Automation, CRM, eCommerce, DMP, Analytics, Targeting, MDM, and BI systems are all of part of the CX ecosystem of technologies that are needed to operate a mature, customer-focused enterprise. During this process we make recommendations on which technologies to keep, which to upgrade, and which integration points will add value. Where indicated, we employ our Lean Platform Selection process in order to quickly select and purchase new technologies.

DELIVERABLES:
  • Technology Ecosystem Recommendations
  • Platform Selection Recommendations (per system basis)

Prototyping

Envisioning the future state is a critical part of the process. CX across channels is rich, dynamic, and immersive – and this is best expressed with a “show don’t tell” approach. Based on key audiences, critical KPIs, and the most illustrative moments of engagement, we build visual prototypes to demonstrate critical user flows in the customer lifecycle. Typically we will identify 4-6 engagement points to demonstrate and build out via rapid prototyping tools.

DELIVERABLES:
  • CX Prototype

Roadmap

At the end of the process we synthesize all of our learnings and recommendations into a 12-36- month business roadmap for C-suite review. Supporting the roadmap we provide financial analysis on required investments as well as projections of results and returns. First phases are presented as immediately actionable, with tactical next steps and specific timelines.

DELIVERABLES:
  • 12-36- month CX maturity roadmap
  • Financial Projections