What's your creative strategy for customer experience?

1 What is a creative strategy?

A creative strategy is a plan that guides the development and execution of your CX across different channels, touchpoints, and stages. It defines your goals, your target audience, your value proposition, your tone of voice, your visual identity, and your key messages. It also outlines how you will measure and improve your CX over time. A creative strategy helps you align your CX with your brand vision, mission, and values, and ensure consistency and coherence throughout your customer journey.

2 Why do you need a creative strategy?

A creative strategy is essential for creating a CX that is memorable, meaningful, and engaging. It helps you differentiate yourself from your competitors, communicate your unique selling proposition, and build trust and loyalty with your customers. It also helps you optimize your CX for different personas, contexts, and preferences, and tailor your content and interactions to their needs and expectations. A creative strategy enables you to deliver a CX that is relevant, valuable, and delightful for your customers.

3 How do you create a creative strategy?

Creating a creative strategy requires research, analysis, ideation, and testing. To begin, consider your CX goals and understand your audience with tools like personas, journey maps, and surveys. Then define your value proposition and establish a tone of voice and visual identity that reflects your brand personality and values. Craft key messages to address customer questions, objections, and emotions. Finally, test and refine your creative strategy with customer feedback and data to improve the CX.

4 What are some examples of creative strategies?

When applying a creative strategy to your CX, there are many options dependent on your goals, audience, and brand. Netflix, for instance, focuses on personalization, recommendation, and engagement by creating content tailored to their customers' preferences and interests. Additionally, they use gamification, social proof, and incentives to increase retention and loyalty. Airbnb centers their creative strategy around storytelling, community, and belonging by highlighting the stories of their hosts and guests. Finally, Apple emphasizes innovation, simplicity, and design with sleek products and services that appeal to customers' emotions. They also use minimalist visuals, catchy slogans, and iconic symbols to communicate their brand identity and value.

5 How do you learn more about creative strategy?

If you want to learn more about creative strategy and how to apply it to your CX, there are plenty of resources and courses available online. You can also draw inspiration and best practices from other brands, experts, and peers. For example, books such as The Creative Strategy Handbook by M. Scott Morton, The Experience Economy by B. Joseph Pine II and James H. Gilmore, and Building a StoryBrand by Donald Miller provide insight on creative strategy, CX, and branding. Additionally, TEDx Talks, The Futur, and The CX Show are great sources for videos and podcasts on the same topics. Certifications such as Creative Strategy and the Business of Design by Douglas Davis, Customer Experience (CX) Foundations by Jeannie Walters, and Brand Management: Aligning Business, Brand and Behaviour by London Business School can also help you gain a better understanding of creative strategy.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?