CX Strategy

Customer experience is the interaction before and after between the customer and a business. Your CX Strategy should define plans to deliver a meaningful and positive experience. Start by identifying the brand’s values, vision, and mission statement of the company to be sure you are creating a customer centric approach.

Experience Design

Experience design focuses on customer personas and journeys . The goal is to get a deep understanding of the customer’s interests, expectations, and needs in order to be able to design a specific product and/or service for that audience you are targeting. Experience design focuses on satisfying customers because without customers you won’t have a running business.

Employee Engagement and Customer-Centric Culture

Just like it is important to maintain customers happy with your products and services, it is also key to maintain your employees satisfied as well. Providing your employees with the necessary resources to thrive in their position is beneficial to the company’s success.

Therefore, employers should introduce their employees to the company’s culture and demonstrate their skills align with the goals of the company and the responsibilities of the position. Engage with your employees from the beginning and be certain they feel appreciated and valued in their roles, and this is statistically proven to increase their work productivity and performance.

Voice of the Customer

The third component of customer experience is taking the voice of the customer into consideration. Listening, learning, and analyzing your target audience is essential if you want to build a connection with your customers. In fact, this is something all companies should put into practice. Feedback will allow you to get valuable information to get a deep understanding of your customer’s expectations and preferences which could also be useful to help you identify where your business needs improvement.

One of the best ways to accomplish this is to connect with your customers and get feedback to let them know how important their contribution is to your company. This will increase the direct engagement between the company and the customer.

Metrics that Matter

Benchmarking and measuring improvement are factors that will allow a business to determine the best performance being achieved. This information will identify gaps in the organization and rectify them to achieve a competitive advantage. Social media plays an important role in the company because it portrays its reputation.

 

Some of the questions a company should be asking themselves are:

  • how is your customer loyalty and retention doing?
  • What is the Net Promoter Score?
  • What is your customer acquisition cost?

These are some of the most important metrics a company should measure to give you an overview of the current situation in your business.

Organizational Alignment and Accountability

Organizational alignment is based on the understanding of the short and long-term goals of the organization along with the role each team member has in order to reach those objectives. Communication amongst your team is crucial because it is important for everyone to be on the same page. It is certain that recognizing the impact of your team’s contribution as a whole or at an individual level is fundamental to achieve organizational alignment. This is when accountability takes place because transparency and communication amongst departments will create more engaged employees.

Every customer interaction matters, therefore, applying the six competencies of customer experience in your organization will allow the achievement of maximum potential. Remember that when the customer comes first, the customer will last! Learn more about how to build and grow strong relationships with your consumers.

Why is a Customer Data Platform (CDP) better than a Customer Relationship Manager (CRM)?

 

Customer Data Platform (CDP) aggregates and organizes customer data across multiple touch points, creating a detailed image of each particular customer and their patterns. It collects real time customer data and structures it into individualized customer profiles. When used correctly it allows the business to leverage marketing strategies and provide a more individualized and improved customer experience.

 

Customer Data Platforms is the more individualized and detailed version of a Data Management Platform.“DMPs are cookie-based, do not create a persistent customer profile and integrations tend to be limited to advertising (not the full customer journey)” – Tealium. CDP’s collect data tied to a specific individual whereas DMPs collect anonymous users data.

 

Customer Data Platforms can be used as leverage to market more effectively because of the fact you have a more individualized look at someone’s preferences and patterns.

 

A CRM or Customer Relationship Management platform stores a customer’s transaction data plus some individualized concerns and data points.“They do not have insight into anonymous user behavior (often requiring a form fill or purchase), typically are focused on sales data and only have limited integrations to other systems” – Hill 2020. 

 

Where a CDP autonomously creates unified customer profiles with data gathered across a variety of online and offline channels, a CRM only tracks a customer’s intentional interactions with a company via manual entry.

 

There are many differences between a CRM and a CDP. Some key differences include:

 

  • Customer Data Platforms deeply analyze the lifetime of the customers journey
  • CDPs can collect data both online and offline automatically
  • CDPs can also collect data on unknown visitors
  • Customer Relationship Management platform will only analyze the sales line and potential forecasting of purchases
  • A CRM offline data needs to be uploaded manually
  • CRM can only collect data on pre-existing or prospect customers

 

With a Customer Data Platform you’re able to get more detailed and usable data, to make more effective and efficient marketing decisions. This platform compared to others, can increase sales and provide a positive and memorable customer experience.

 

Sign up for a demo today to discover how RipeMetrics can help you on your journey to build a world class Cannabis Customer Experience.

What is a Customer Data Platform (CDP)?

 

Customers need an individualized approach, they feel taken care of and trusting. Being able to give a customer a unique and personalized experience used to mean a lot of interactions and time must have been spent with that individual.

 

This process has been made easier with technology being able to automatically aggregate data and analyze it. Customer Data Platforms (CDPs) are the new way to produce a more effective customer experience. According to the CDP Institute, a CDP is defined as “a packaged software that creates a persistent, unified customer database that is accessible to other systems.”

 

A CDP collects data from other sources and centralizes it into one place for better marketing, customer service and experience purposes. Using this data, you can review trends and build individual customer profiles. These profiles include customer-company history, NPS scores and any CXM data.

 

“CDPs are purpose-built to collect data from a wide range of sources, unify it together to form a comprehensive view of the customer across devices and channels, and then make that data available to other systems” (Hill 2020)

 

It also provides stacks which adapts to the customers changing preferences and patterns. More effective marketing strategies can be put into place, advertising based on past purchases, and behavior. Customer Data Platforms also make you more effective in your business. Hours of manual integration can be saved with the automatic integration of data offered by the CDP.

 

“Customer Data Platforms are packaged software that helps companies solve a huge and growing problem: the need for unified, accessible customer data. Like most packaged software, a CDP reduces risk, deploys faster, costs less, and delivers a more powerful solution than custom-built alternatives…

With careful planning, a CDP will provide the foundation your company needs in the years ahead to meet customer expectations for exceptional personalized experiences.”— David Raab, Customer Data Platform Institute.
Like most cannabis companies you’re probably using a POS (point of sale) and CRM’s (customer relationship management) to increase customer satisfaction and revenue.

 

These platforms help to increase the profitability and effectiveness of your business. However, with evolving technology, newer systems bring a more comprehensive analysis which helps you make smarter business decisions.

 

There is an improved way to analyze your sales and build relationships with lasting customers.

 

Customer Experience Management (CXM) platforms you’re able to automatically collect relevant data about customers experiences, preferences, and requests to understand and meet customers needs.

 

POS or Point of Sale collects the products, time and place of a purchase.This information is valuable, although it does not tell you anything about the experience your customer is having .

 

A CRM or Customer Relationship Management platform collects data about your customers i.e., their phone numbers, and emails. The CRM also can automatically generate emails or reminders. You use the information from the CRM to make business decisions to improve your relationship with your customers.With stronger relationships you also increase your overall revenue .

 

Both of these platforms together collect great quantitative data but lack qualitative data that is needed to improve customer experience in an efficient and timely manner.

 

CRM’s capture and manage only a limited amount of customer data. The depth and intimacy of dynamic customer experiences require a more comprehensive approach to information. They require CXM — customer experience management — to ensure better strategy, more relevant experiences, and a critical competitive edge.

 

 

That’s why we created RipeMetrics, the world’s first CXM for the cannabis industry

 

CXM or Customer Experience Management platforms enable you to develop and build meaningful relationships with your customers. This technology is an automated system utilizing actionable market research and feedback management to amplify customer retention.

 

CXM differs with CRM in that it makes use of the CRM and POS data and attempts to improve customer experiences.

 

With a CXM you can chat directly with a customer in real time, this unique experience allows you to make specific improvements while repairing a relationship with a customer who otherwise may have left your business.

 

It costs roughly 5-10 times more to acquire a new customer than to keep an existing one. These stats make a strong case for a greater focus on ensuring the happiness and loyalty of your existing customers.

 

CRM and POS platforms are limited and incomplete. Together they work to improve customer relationships but only CXM takes a customer focused approach to improving your business.

 

CXM provides data that can predict customers behavior enabling you to take proactive actions in real time to improve your business and retain more customers.

 

Investing in a customer experience management platform will and referral rates, improve:

    

  • Increase retention
  • Boost referral rates
  • Promote efficiency
  • Improve output
  • Raise profits

 We know staying on top of new technology can make the difference and CXM creates that competitive advantage, why wouldn’t you invest in it?

 

RipeMetrics is the premiere CXM for the cannabis industry. Sign up for a demo today to discover how RipeMetrics can help you on your journey to build a world class Cannabis Customer Experience.


There are many strategies you can put in place to help increase customer retention.

 

For example, asking customers to leave a 5-star review for exchange of a discount or reward points is a good way to view the positive feedback your loyal customers share and this information is vital.


But the honest criticism gives you the opportunity to change and grow with your customers and the evolving business of cannabis.


Good customer service also plays a major role in keeping customers coming back. Customers who have a great experience are more likely to share their experience with others.


This will drive more traffic into your business. It takes a few positive experiences for a customer to feel loyal to a company. Consistency with customers is important to keep those customers on your radar.


Another strategy is to use a Experience Management (CEM) platform , which takes a customer focused approach to improving your business. Technology like this enables you to develop and build meaningful relationships with your customers.


This technology is an automated system that utilizes actionable market research and feedback management to amplify customer retention.


CEM technology allows you to analyze the customer side of transactions to improve sales and retention rates. You can create automated surveys that thank the customer for their loyalty as well as gently reminding them to refer others.


Being able to build loyalty between your business and your customers is what keeps them coming back.


Providing quality customer service is one of the most important ways you can do this.


Taking advantage of leading technologies allows you to get a detailed view on what exactly your business is either succeeding or struggling, giving you the power to make changes that will benefit your company.


RipeMetrics is the premier CXM for the cannabis industry . Sign up for a demo today to discover how RipeMetrics can help you on your journey to build a world class Cannabis Customer Experience.

 
There’s no denying it. Customers belong at the heart of your business.

But did you know, experts say by the end of 2020, Customer Experience (CX) will overtake price and product as the key brand differentiators worldwide? Still,
for many companies, customer experience feels like something that’s mostly out of their control.


What is Customer Experience?

Customer Experience is the sum of all the interactions a customer has with your company over the life of the “relationship”.

Most importantly, it’s the feelings, emotions, and perceptions your customer has about those interactions.

It’s more than just their thoughts about the products they purchased, or how long they had to wait in the check outline.

The customer experience and customer journey starts with the first interaction with your brand,
whether that’s seeing you on a billboard, walking in fresh off the street, or receiving a recommendation from a friend.


Why is Customer Experience important in the Cannabis Industry?

CX in the cannabis industry is vitally important. The stigma sometimes attached to cannabis, and
the uncertainty of first-time customers means it’s critical to focus and understanding how your customers interact with your company.

Being able to understand your customer’s needs and direct them towards the most beneficial products, helps develop credibility and trust.

Creating a positive and inclusive environment helps a customer feel safe, comfortable to ask questions and be open to try new products.


Is Customer Experience the same as Customer Service?

The short answer is no, but it’s one of the Six Key Components to Cannabis Customer Experience.

Excellent customer service begins with the first interaction with an employee. Budtenders who embody the values and goals of the company directly reflect your company brand to the customer.

Educated employees also build trust between a customer and a business. If a customer feels taken care of, they’re more likely to spend more and return more frequently.


According to Anne Forkutza, an Experience Director at Cova POS:

“Even the most experienced budtender must be able to educate beginner and expert consumers alike with the facts, address their questions and ease their concerns all at the same time”.


But there’s a lot more to Cannabis Customer Experience than just dealing with the budtenders. 

A lot goes into a positive experience for a customer. How they interact in the waiting area, the music you play, and the ease and flow for purchasing products. How simple it is to order online, receive a delivery, or pick up in-store… everything is a contributing factor.

Even if they’re not interacting with another human being.


Personas and Journey Mapping

To really dial in your CX you’ll want to identify your Customer Personas and Customer Journey Maps to better understand how each unique segment of customers experience your business differently.

We’ve put together a quick how to guide to get the most out of your CX initiatives.


Listening to Your Customers

 

It goes without saying… it’s important to provide a variety of products.

 As a business you do your best to keep up with new brands and try to predict what your demand will be.

Every customer has their own tastes and preferences, and the products you carry can influence their purchasing behaviors.

But, with limited shelf space and inventory constraints, how do you know which products to carry?

Good CX involves listening to the customer’s input and reviews, and letting them influence changes in your product lineup. However, often this can be a guessing game. Suggestion boxes are one way to address this problem…an outdated, slow, manual process.

Luckily, there’s a better and easier way.

 

RipeMetrics: A Systematic Approach to CX

At RipeMetrics we’ve pioneered a better way to automatically and systematically approach the customer experience.

With the information, you collect from a Customer Experience Management (CXM) platform you can make better-informed business decisions. For example, you can easily identify which products customers are having issues with, and which brands aren’t in stock but customers are demanding.

While a quality Point of Sale (POS) system can help track each customer’s purchase history and provide a smooth check out experience,you need a CXM platform to take control of the customer experience with a systematic process.

Take control of the Customer Experience by establishing a systematic CXM process.

 

 

Customer Experience Management (CXM) refers to a system of:

  1. Collecting customer feedback
  2. Engaging with customers to create relationships
  3. Measuring effectiveness and bottom-line results
  4. Improving retail experience based on customer feedback

 

 

CXM is an automatic approach to collect feedback, engage with the customers to close the loop, analyze the feedback to measure the metrics, and act on it to make operational improvements

It helps companies create repeat and ongoing positive interactions to build meaningful relationships.  It’s all based on the fine art of communications.

By actively engaging, listening, and responding to customers, you gain their trust, loyalty, and enthusiasm.  And by taking into account their feedback and behaviors, you’re able to make more intelligent business decisions that feed bottom-line results.

 

The Importance of Customer Experience Management (CXM)

For example, with the information you collect from a CXM you can make informed business decisions on what products will bring in the most profit.

According to Harvard Business Review, 73% of businesses agree that being able to deliver a reliable and positive customer experience is critical to their growth and success today.

As the cannabis industry is maturing, it’s crucial that customer experience be a leading focus. Stigmas against cannabis are still prevalent and strong, employees are the front end of altering the negative stigma and creating a space that helps flourish the cannabis industry.

 

Click here to learn more about how the RipeMetrics Customer Experience Management Platform can help your cannabis business retain more existing customer and provide a better overall experience.

Customer Experience Management, also referred to as a (CEM) or (CXM), has significant value for today’s savvy business marketers. And is becoming one of the most valued marketing tools.

 

CXM is about knowing your customers so thoroughly, you can create and deliver personalized experiences that will entice them to not only remain loyal to you, but also to recommend you to others. Word-of-mouth advertising is the most valuable form of advertising there is.

 

A CXM gathers a variety of data, from direct customer feedback as well as being able to view trends in their spending, allowing you to evolve with your customers.

 

There are many aspects of a Customer Experience Management system that bring value to a business. CXM’s bring to the forefront information to help your business be effective and efficient; key building blocks to a successful business.

 

Within a CXM there are many functions and capabilities. Customer engagement and feedback with capability to have a direct chat with your customers is a main function of a CXM. Being able to view their critiques and personally resolve problems empowers the customer to feel acknowledged and cared for.

 

This technology also collects the metrics of aspects of your business such as sales and overall performance, which generates an overall rating score displayed on an easy to interpret dashboard.

 

Customer Experience Management optimizes your business. The downside of not utilizing this technology is losing customers as well as affecting your reputation.

 

History repeats itself when successes and failures aren’t shared across with the team. The same kinds of customers will have the same kinds of experiences, and will continue to have the same kind of issues.

 

A CXM not only helps you develop loyal customers, but also provides your business with the insight to be able to respond to trends and changes within your company.

 

Sign up for a demo today if you’re ready to discover how the RipeMetrics Cannabis CXM Platform can help your cannabis business retain more existing customer and provide a better overall experience.
What Is Customer Experience?

 

If you ask yourself what you have done in the past after a negative customer experience you would probably remember telling a family member or friend of what you did not like and discourage them from becoming a customer. Perceptions are built through all of our senses and interactions.

 

Customer Experience, also called CX, is the perception your customer has about every interaction they have with your business. This not only includes face to face interactions, but also:

 

  • Phone calls
  • Emails
  • Prices of products
  • Inventory
  • Advertisements
  • Messages

 

A customer’s experience is extremely valuable, without a good experience you will not have a customer.

 

“All business models can benefit from improving the customer experience: subscription businesses can increase retention and reduce churn, ecommerce marketplaces can increase repeat custom and reduce returns, and service industries can gain recommendations and reduce complaints” – Hotjar 2020.

 

Understanding your customers needs and directing them towards the most beneficial products develops credibility and trust between you and your customers. Good customer service begins with the first interaction with an employee. Customer service is only one part of customer experience, as it focuses on specific points of a customer’s needs but lacks the connection and overall improvements that are made in customer experience.

 

“CX is larger than customer service. It includes every touchpoint a customer ever has with your company, whether it’s the moment they first hear about you in a blog post they found on Google, all the way through to the time they call your customer service team to complain about your product (and hopefully get a prompt response)” – Hotjar 2020.

 

Bad customer experiences are due to a variety of factors. Some common issues that cause customer experience to suffer are:

 

  • Long wait times
  • Uneducated and/or rude employees
  • Unresolved issues and concerns
  • Unpersonalized service

 

A customer wants to feel cared for, and like their needs are being heard and attended too. Certain aspects that may affect customer experience are hard to avoid, for example long lines. Companies like Disney have adapted to this challenge “…the company turned the experience into something fun by adding entertainment elements throughout the line-waiting period” – Ghani. To get an overview of your customer experience, good or bad experiences can be measured by NPS scores, or net promoter scores. NPS scores are measured by asking a customer how likely they are to recommend you to someone else.

 

Customer experience happens across multiple interactions and the lifetime interactions between a customer and a business.

 

“This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences (including digital environment) during their experience” – Wikipedia 2020.

 

Good CX means listening to your customers and making changes not only to resolve individual concerns but also improve your business operations overall. Using a Experience Management (CXM) platform automatically analyzes data from purchases as well as collecting your customers input and displays it on an easy to understand dashboard. This information is used to continuously make improvements.Though the platform you are also able to directly chat with customers in real time, this creates a personal experience that lets the customer feel understood and improves their experience.

 

Customer experience benefits both the business and the customer. According to an analysis by Bain & Company, businesses can generate 4% to 8% more revenue than their competitors by providing an excellent customer experience. Approaching your business decisions though your customers perception creates a customized environment that will excite your customers to visit.

 

Statistics show that customers tell an average of nine people about a positive experience with a brand, but they tell 16 people about a negative experience. The more positive interactions created, it reduces the significant impact a negative experience can have to your business.