Customers often see these things as interchangeable but brands who are looking to future-proof their business should recognize the importance of developing a customer experience vision.

A CX vision is the standard that the workforce strives to meet in its pursuit to serve customers. This vision should inspire action at all levels of the organization, not just the customer service team.

Customer service is just one piece of the CX puzzle. Your CX should include offers and products that your consumers are looking for, create hyper-targeted marketing messages, and understand customer perception to improve customer service.

Start by analyzing your data and understanding what your customers are looking for, then outline your brand's customer-focused agenda and align this with the company's values.

The goal is to strengthen customer engagement and interactions in order to build brand love and turn consumers into advocates. This can happen because your entire organization is onboard for bringing this vision to life at every touch point. 

What we can learn from Chewy's approach

Chewy, the pet food and supply e-commerce business, crushes the customer experience game - their CX vision helped build them into the $16B company they are today.

Leading with values, co-founder Ryan Cohen launched Chewy with the intention to provide the same level of personalization that a neighborhood pet store could provide, but with the convenience of online shopping. This value is the expectation that all employees live up to.

It starts with the hiring process, requiring employees to be pet owners themselves in order to better relate to and navigate customer interactions.

This value permeates the marketing strategy by putting customers first. Hand-painted pet portraits and pet birthday cards are just two ways Chewy builds real relationships with its customers. One organic testimonial is worth way more than a paid ad in 2022.

In a world full of endless options, brand loyalty is gold. Chewy is constantly innovating how it can enhance its customer experience because all it takes is one impression - like getting flowers when your pet passes the rainbow bridge - to win a customer for life. 

“The most powerful person in the world is the storyteller.” - Steve Jobs

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