What is Customer Experience (aka CX)?
Paldesk defines it as “a concept describing the overall experience a user has with a brand, without the time or channel limitation. Consider CX as an umbrella concept that encompasses all channels, platforms, products, and interactions that the user has with a brand over time. The feeling the customer has around the brand is a result of the customer experience.“
A customer experience strategy is a plan that a company puts together to improve and put in place strategies that create an improved positive experience for every player or customer. It all begins with an assessment of the status quo:
Take stock of all your player customer experience touchpoints
The first step is to take stock of the current situation. Look at all the places where your brand interacts with a player. Break it down into logical sections such as ‘In-Play’, ‘Payment processes’, ‘Complaints’, ‘First Deposit’, ‘Reactivation’, ‘Wins’ etc.
This will look very different from one company to the next because it also needs to have awareness of how the back office is broken down.
Take Stock of Your Customer Personas
Knowing your ‘player types’ is very important. It is likely that your marketing department already has a persona of each type of client. You can beef this up and turn it into a detailed description for your whole customer experience. You may also want to keep in mind any user-levels in your website as these will become sub-groups in your analysis of the personas. VIP players will, of course, be an important part of this process too.
Identify the business goals for each touchpoint
Look at why each touchpoint exists and what it gives back to your business. Think of breaking down your overall business goals into smaller business goals for each section. This will help you have a very organised realistic approach to getting things done. It will give you a clear list of achievements to aim for, in order to priority.
Look at the customer interactions for each touchpoint
Then go into the micro. Look at each small interaction that happens for each touchpoint. You may need to further categorise here: for example. If one of your touchpoints was Mobile Live Casino Onboarding – You may want to break this down into :
– payment details
– first deposit
– first gameplay
Breaking down into small micro instances will help you move on to the step.
Assess each touchpoint for:
- Ease of use
- Omnichannel integration
- Friction points
Create a customer experience strategy to improve all of the above
The final step is to create a map that shows all that you found out and reflected on. Then create a strategy to improve each point. This strategy will be quite detailed and intricate, however, it can later be broken down into action points for each responsible department.
The aim is to make actioning the strategy simple and easy for everyone.
The overall aim of improving the customer experience is to retain customers and improve lifetime value.
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