Reviewing Your CX Strategy: Tactical vs. Strategic Approaches

Customer experience (CX) is at the heart of any successful business. In an era where customers have more choices than ever, ensuring that your CX strategy remains effective is crucial. But how should you go about reviewing and improving it?

Broadly speaking, there are two main approaches: a tactical approach, which focuses on refining existing processes and technologies, and a strategic approach, which involves redesigning CX from the ground up. Both methods have their merits, and the right choice depends on your business needs, constraints, and long-term goals.

The Tactical Approach: Refining What Exists

A tactical approach to CX review is all about optimising what you already have. It involves analysing your existing processes, technologies, and customer touchpoints to identify areas for improvement. This method is particularly useful when you have well-established systems in place but need to make incremental enhancements to keep pace with customer expectations.

Steps in a Tactical CX Review

Map Out Current Processes – Start by documenting the entire customer journey, from initial engagement to post-sale support. Identify key touchpoints and pain points.
Evaluate Existing Technologies – Assess whether your current CX tools, such as CRM systems, contact centres, and self-service platforms, are meeting your needs.
Gather Customer Feedback – Use surveys, reviews, and customer support data to pinpoint common frustrations and opportunities for improvement.
Identify Quick Wins – Look for small but impactful changes, such as refining scripts, automating simple tasks, or improving response times.
Implement and Monitor – Make incremental changes and track the results through key performance indicators (KPIs) such as customer satisfaction (CSAT) and net promoter score (NPS).

Benefits of the Tactical Approach

Faster implementation – Since you're working with existing systems, changes can often be rolled out quickly.
Lower cost – Incremental improvements typically require less investment than overhauling an entire CX strategy.
Minimal disruption – This approach avoids major operational upheaval, making it easier to manage alongside day-to-day business operations.

The Strategic Approach: A Fresh Start

A strategic approach involves stepping back and reconsidering your CX strategy from the ground up. Rather than tweaking existing processes, you start with a blank slate, defining the ideal customer outcomes and then designing new processes, technologies, and structures to achieve them. This is ideal for businesses undergoing significant transformation or facing major CX challenges that cannot be solved through small adjustments.

Steps in a Strategic CX Review

Define Desired Outcomes – Instead of focusing on current limitations, consider what the perfect customer experience should look like.
Assess Market and Industry Trends – Study competitors, emerging technologies, and customer expectations to ensure a forward-thinking strategy.
Design New Customer Journeys – Map out innovative processes that align with your vision, ensuring a seamless and engaging experience.
Select the Right Technologies – Choose platforms, automation tools, and AI-driven solutions that support your new CX design.
Implement and Transform – Roll out the new strategy in phases, ensuring proper change management and training for employees.

Benefits of the Strategic Approach

Greater long-term impact – A complete CX redesign can position your business as a leader in customer service and satisfaction.
Competitive differentiation – By innovating rather than refining, you can create a unique customer experience that sets you apart.
Future-proofing – A fresh CX strategy ensures that your business is prepared for evolving customer expectations and technological advancements.

Choosing the Right Approach

Which approach is right for you? It depends on your business context:

If your CX is generally effective but needs refinement, go tactical. This is best for businesses looking for quick wins without disrupting operations.
If you face systemic CX challenges or need a competitive overhaul, go strategic. This is ideal for companies needing a radical shift to improve customer satisfaction and efficiency.
A hybrid approach may also work. Many businesses start with tactical improvements and transition to a more strategic overhaul over time.

Conclusion

Regularly reviewing your CX strategy is essential for maintaining a competitive edge. Whether you choose a tactical or strategic approach, the key is to stay customer-centric and continuously evolve. By either optimising existing systems or designing a brand-new CX framework, you can ensure that your customers remain engaged, satisfied, and loyal.

Would you like to discuss how to refine or rethink your CX strategy? Get in touch with us today to explore your options!