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CX Strategy

Leading CX company specialising in CX strategy to aquire, retain and grow your customer base

As a customer experience agency we believe in the power of a CX Strategy to help our clients to acquire, retain and grow a customer base of loyal advocates.

In defining your CX Strategy we can:

  • Provide your organisation with a tangible, customer-centric vision of your future.
  • Define a compelling and differentiating Customer Value Proposition (CVP) that balances business outcomes with customer outcomes.
  • Embed CX Strategy into your broader corporate strategy to instil a CX company mindset within your organisation.

Why you need a CX Strategy

A CX Strategy is a clear and tangible articulation of your future-state customer experience and the actions, capabilities, and management systems that will enable you to get there.

What are the key components of a CX Strategy?


Articulating your customer experience vision for the experience you’re striving to achieve.

Guiding principles

The rules by which you will develop and deliver successful customer experience strategies.


The decisions you’ll make about where you’ll choose to focus your CX Strategy and how you’ll succeed in those areas.

Capabilities and management systems

The enabling capabilities and management systems that are required to enable you to deliver your CX Strategy.

The role of a CX Strategy

A CX Strategy ensures that your organisation is focussed on doing the right things, to make the most of the resources that you have, to make the greatest positive impact on the experiences of your customers.

  • A CX Strategy ensures that your organisation is focused on doing the right things, making the most of your resources, to positively impact your customers' and employees’ experiences.
  • A CX Strategy identifies, articulates and capitalises on positive customer experiences that are, or will be, your organisation's competitive advantage or key to success.

What is the value of a  CX Strategy?

  • Greater customer loyalty and retention

    Industry-leading customer experiences and long term solutions that address customer churn.
  • Greater customer impact

    Impacting your customer outcomes, having a positive impact on their experience.
  • Increased customer advocacy

    Customers promoting your organisation and the experiences you provide on your behalf.
  • Increased customer-centricity

    Align your business goals with customers' needs to ensure you exceed customer expectations whilst growing a successful business.
  • Increased decision-making efficiency

    Giving you the frameworks and structures to apply a customer lens to your decision-making, design, and development processes.

Frequently asked questions

We have customer journey maps and customer personas; what more do we need?

On their own, customer journey maps and customer personas are not a CX Strategy but a component that must be informed by one.

Customer journey maps capture the customer interactions and customer touchpoints, and customer personas capture the motivations and needs of your customers, but on their own, they will not provide the direction or structure on which your organisation can build positive experiences that improve customer satisfaction and customer relationships.

How does our CX Strategy interact with our organisations' other strategies?

A CX Strategy must be informed by and inform your organisation's other strategies. When woven in with an organisation's other strategies, a CX Strategy ensures the customer is considered within everything your organisation does.

What role does customer feedback and metrics play in a CX Strategy?

Customer feedback (e.g. online reviews) and customer experience metrics (e.g. NPS) insight are critical inputs into the development of a CX Strategy, but there must be a balance of quantitative feedback (e.g. customer surveys) and qualitative insight (e.g. customer research).

A CX Strategy helps you to define the key metrics that will enable you to track the tangible impact of your CX Strategy.

What value does an external CX consultant provide?

As an external CX consultant and CX company CEC provide an additional layer of external critical thinking and customer experience expertise to ensure the customer voice is present in your CX Strategy.

Why can't we do this ourselves?

Individuals and teams within an organisation often don't have the internal capability and capacity to develop an org-wide CX Strategy, which is why organisations engage CX consulting firms, like CEC.

Speak with an expert

Lauren Terry
Lauren Terry
Head of Design
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Raj Mendes
Raj Mendes
Founder & Managing Director
Email me