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  • Writer's pictureZahra

What is CX and How to Design a CX Journey in 2023?

CX, or Customer Experience, refers to the perception a customer has of a brand as a result of their interactions with it throughout their journey. It encompasses all touchpoints a customer has with a company, including product or service use, advertising, customer service, and post-purchase follow-up.


CX is important because it drives customer satisfaction, loyalty, and advocacy, which ultimately leads to increased revenue and growth for the company. A positive CX can differentiate a company from its competitors and create a competitive advantage.


It plays such a big but often neglected role in the overall marketing strategy that we have created a module by itself in our Postgraduate Diploma in Digital Marketing program to emphasize this.


In today's digital age, where customers have access to numerous options and can easily switch brands, CX has become a crucial aspect of a company's success and is increasingly being prioritized by businesses.


DBS Bank, for example, has implemented a range of digital banking solutions, such as mobile banking and online account management, to provide customers with a seamless and convenient banking experience in Singapore and overseas.



Similarly in an industry with high feedback volume, Singtel has also been often recognized for its strong CX as compared to the rest of its peers. Singtel has a customer-centric approach and has implemented various digital solutions, such as a self-service app and online chat support, to enhance its customers' experience. The company even has a dedicated team focused on improving the customer experience and regularly conducts customer feedback surveys to gather insights and make improvements.


Designing The CX Journey

A well-designed CX journey can help improve customer satisfaction and loyalty, as well as increase brand awareness and revenue. In this article, we will explore the steps involved in designing a CX journey that meets the needs and expectations of your customers.


  1. Define Your Customer Personas The first step in designing a CX journey is to define your customer personas. Customer personas are fictional representations of your ideal customers, based on data and research. They help you understand the needs, goals, and pain points of your target audience, and can be used to guide the design of your CX journey.

  2. Map Out the Customer Journey Once you have defined your customer personas, the next step is to map out the customer journey. The customer journey is the series of interactions and touchpoints a customer has with your brand, from awareness to post-purchase. You can use customer journey mapping tools and templates to visualize the steps in the customer journey, and to identify opportunities to improve the customer experience.

  3. Identify Key Touchpoints Once you have mapped out the customer journey, the next step is to identify the key touchpoints in the customer experience. Touchpoints are the moments when customers interact with your brand, and can include website interactions, customer service interactions, product use, and more. By identifying the key touchpoints in the customer journey, you can ensure that your CX journey is optimized for customer satisfaction and loyalty.

  4. Create Customer Experience Goals The next step in designing a CX journey is to create customer experience goals. These goals should align with your overall business objectives and should be specific, measurable, and attainable. Examples of CX goals might include improving website navigation, reducing wait times for customer service, and increasing product satisfaction.

  5. Design Experiences that Meet Customer Needs and Expectations The final step in designing a CX journey is to design experiences that meet the needs and expectations of your customers. This may include optimizing your website for usability, improving the quality of customer service interactions, and enhancing the design and functionality of your products. You can use customer feedback and data analysis to refine and improve your CX journey over time.


Listening and interacting with your customers is crucial in building a successful business. Consumers are the lifeblood of a brand and their satisfaction and loyalty directly impact the brand's value.


Showing that you care about your customers not only strengthens your relationship with them but also increases the chances of them purchasing from you. Here are ten small things the front liners can do that a company often forgets about in their CX plan:


  • Make Them Feel Special: Customers appreciate being treated like VIPs. Offering club memberships with added benefits and privileges to your loyal customers can go a long way in making them feel valued.

  • Understand Their Needs and Feelings: Building a strong connection with your customers requires being someone they can trust. Show that you understand their needs and are interested in their opinions.

  • Think from a Customer’s Perspective: Looking at your business from the customer's point of view can help you identify their needs and expectations.

  • Encourage Purchases: Sometimes, customers need a push to purchase your products. Offering discounts, gifts, or special offers during holidays can help keep them interested.

  • Find Out Their Real Needs: Get to know your customers by talking to them, surveying them, and reviewing their feedback. Offer your products and services based on their needs and interests.

  • Focus on Potential Customers: Building a valuable relationship takes time and effort, so it's important to focus on customers who show interest in your products and services.

  • Listen to Their Suggestions: Involve your customers in your business by asking for feedback and suggestions. Use their input to improve your products and services.

  • Keep Your Promises: Failing to keep promises can quickly erode trust and harm your relationship with customers. Do what you say and meet their expectations.

  • Take Care of User Experience: A positive user experience is crucial for the success of a business. Ensure that your customers have an easy and seamless experience while interacting with your brand.

  • Create Valuable Content: High-quality and valuable content can attract and retain customers. Create original, educational, and entertaining content that adds value to their lives. It makes it even better if the content involves (willing) customers who have come to patronize you!

From making customers feel special to creating valuable content for or with them, there are many ways to show your customers that you value their business. Remember, a happy customer is a loyal customer and that should be more important than anything else in your CX strategy!

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