The Backbone of a Compelling CX Strategy—4 Critical Artifacts
byKat Kollett
The practices and tools of customer experience (CX) strategy can be brought to bear in a variety of contexts, reimagining experiences for customers, patients, employees, recruits and even vendors. Regardless of the context, CX strategy work results in articulated visions for future-state experiences, accompanied by plans for their realization, that are grounded in human needs and shaped to benefit organizations’ businesses within a timeframe that works for them.
Having completed CX strategy for a variety of clients and purposes, we’ve learned that spending extra energy on 4 key deliverables is always worth it, as they form the backbone of any CX strategy. These key deliverables are Insights, Journey Maps,Vision & Guiding Principles, and Illustrative Scenarios.
One North’s Director of Customer Experience Strategy, Kathryn Kollett, breaks down each and explores how they work together to shape a winning CX strategy. She also shares why the process you take to arrive at each matters, and discusses how and where you can get started.
Kat Kollett is a Principal Advisor, Experience Transformation at Allegis One, where she helps organizations reimagine customer, employee, and business experiences in the age of AI. Drawing on her expertise across strategy, experience design, content, brand, data, and technology, she works with executive leaders to align transformation initiatives with business objectives and drive measurable outcomes.
