{"id":118828,"date":"2021-05-11T05:00:43","date_gmt":"2021-05-11T05:00:43","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=118828"},"modified":"2023-07-10T19:45:03","modified_gmt":"2023-07-10T19:45:03","slug":"overnight-cx-strategy","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/overnight-cx-strategy\/","title":{"rendered":"Overnight CX Strategy"},"content":{"rendered":"<p><b>Building Loyalty<\/b><\/p>\n<p><span style=\"font-weight: 400;\">As a member of United MileagePlus, I\u2019m keenly aware through the airline\u2019s marketing that it is approaching its 40th anniversary.\u00a0 Quite a milestone for what is considered the second longest active airline loyalty program.\u00a0 To me, the most interesting element is not the forty years of the program or being the second one developed, but that in combination with the fact that it was launched in just ten days.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can read the full story about that <\/span><a href=\"https:\/\/viewfromthewing.com\/in-1981-united-airlines-launched-mileage-plus-in-just-10-days\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 Forty years of a program that started as a response to another airline\u2019s loyalty program, built in ten days and still rolling along today and includes an individual that is considered the world\u2019s most frequent flyer at 20 million miles.\u00a0 It can claim 100 million members which accounts for over 50% of the airline&#8217;s revenue according to some <\/span><a href=\"https:\/\/onemileatatime.com\/united-mileageplus-statistics\/\"><span style=\"font-weight: 400;\">measures<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p><b>Rome Wasn\u2019t Built In A Day<\/b><\/p>\n<p><span style=\"font-weight: 400;\">I cannot imagine a loyalty program being built in a day, or even ten days.\u00a0 In today\u2019s world, the first review of the legal terms and conditions would last at least ten days.\u00a0 The marketing copy itself would take more than ten days just to write, test and approve.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/cx-strategy.html\"><span style=\"font-weight: 400;\">Customer Experience Strategy<\/span><\/a><span style=\"font-weight: 400;\"> has quite a few steps and many decisions need to be made.\u00a0 I know of a company that made a decision to start measuring one day, and the next day they had selected a provider to start measuring wanting to begin measurement as soon as humanly possible.\u00a0 Would you say that you can build a CX strategy in a day?\u00a0 Or should it take longer?\u00a0 How much longer?\u00a0 I have also worked with a company that took almost two years before goals were set and measurement was started.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What steps should be included? Is it enough to build a customer segmentation and needs understanding?\u00a0 Or should you have a <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-touchpoints\/\"><span style=\"font-weight: 400;\">CX touchpoint<\/span><\/a><span style=\"font-weight: 400;\"> inventory before having a strategy?\u00a0 A market analysis and understanding of competitive strengths and weaknesses in the <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\">?\u00a0 Perhaps it ends when you select a KPI such as <\/span><a href=\"https:\/\/www.questionpro.com\/nps-plus\/\"><span style=\"font-weight: 400;\">NPS<\/span><\/a><span style=\"font-weight: 400;\">?\u00a0 Does the building end when you start <\/span><a href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\"><span style=\"font-weight: 400;\">measuring<\/span><\/a><span style=\"font-weight: 400;\"> CX?\u00a0 Or perhaps when you start <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/closed-loop\/case-management.html\"><span style=\"font-weight: 400;\">closing the loop<\/span><\/a><span style=\"font-weight: 400;\"> with customers?<\/span><\/p>\n<p><b>CX Strategy Built In A Day<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It might be a controversial view, but I do believe a CX Strategy can be built in a day.\u00a0 I also believe it should continue to be built upon in perpetuity.\u00a0 It just takes a team of stakeholders and decision makers to decide that the customer will be central to decisions being made by the company.\u00a0 It can happen in one meeting.\u00a0 Sure, there will still be buy-in that is required, decisions on what will be included in the <\/span><a href=\"https:\/\/www.questionpro.com\/customer-satisfaction.html\"><span style=\"font-weight: 400;\">customer satisfaction survey<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; both touchpoints and measurements and aligning it all with business outcomes. Still, the decision to be customer-centric just takes a commitment by everyone on day one.\u00a0 However, at the same time, the strategy does not end there.\u00a0 It should continue to be evaluated and evolve.\u00a0 It should not stop &#8211; it should continue &#8211; each and every step.\u00a0 There will need to be innovation, updated strategy, updated measurement.\u00a0 Only in that way, will you have a CX strategy that will keep customers happy and loyal &#8211; perhaps for the next forty years.\u00a0\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Parting thought<\/span><\/i><span style=\"font-weight: 400;\">:\u00a0 Today, May 11th, we will be hosting our user conference called <\/span><a href=\"https:\/\/www.questionpro.com\/xday\/2021\/north-america\/\"><span style=\"font-weight: 400;\">XDay North America<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0 We have a great lineup of panelists and speaking, hope you\u2019ll join us.\u00a0\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building Loyalty As a member of United MileagePlus, I\u2019m keenly aware through the airline\u2019s marketing that it is approaching its [&hellip;]<\/p>\n","protected":false},"author":68,"featured_media":116708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[170],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Overnight CX Strategy | QuestionPro<\/title>\n<meta name=\"description\" content=\"As a member of United MileagePlus, I\u2019m keenly aware through the airline\u2019s marketing that it is approaching its 40th anniversary.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/overnight-cx-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Overnight CX Strategy | QuestionPro\" \/>\n<meta property=\"og:description\" content=\"As a member of United MileagePlus, I\u2019m keenly aware through the airline\u2019s marketing that it is approaching its 40th anniversary.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.questionpro.com\/blog\/overnight-cx-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"QuestionPro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/questionpro\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-11T05:00:43+00:00\" \/>\n<meta property=\"article:modified_time\" 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