Marketing

10 tips for testing CX on a limited budget

According to krunch.co/PureProfile research for Q1 2022, nearly half (49%) of New Zealand marketers are concerned about scaling CX in their organisations, and only a handful of their processes are automated so far – less than 20%, to be exact.

Additionally, while 94% believe CX is an important driver of results, budgets remain very low. Indeed, most marketers are working with a CX budget of less than 10%.

From the numbers we’re seeing it looks like marketers want to do more with CX, but might not be able to get the funding – or may be nervous to shift too much budget to an activity they’ve yet to prove. 

So how do you get started with CX on a limited budget?

 

Mastering CX on a budget

10 tips to help you get started with CX without a significant investment in time or money.

 

 

Customer lifecycles first, personalisation second

It’s common to consider personas and dynamic content personalisation when planning for CX development. They work, they’re valuable, they’re modern.

But, while they do provide valuable input, they can be time-consuming and expensive. For someone just testing the waters, consider starting elsewhere.

The fastest way to deliver ROI with CX on a budget is to fill in the gaps where the customer experience is lacking. Map out your customer lifecycles, from brand awareness through to retention, so you can identify and prioritise areas of the journey that you’ve missed so far.

Once you’ve filled in all the blanks and stopped customers dropping out of the holes, you can look to invest in things such as user personas and, later, content personalisation.

 

Making use of what you’ve got

It’s easy to look to new technology as a solution for all things. However, many entry-level and inexpensive platforms have invested heavily in developing features over the years, so you may be surprised at what you can do with what you already have.

Deep dive into your current Martech stack and determine what is feasible within your current capabilities before investing in months of costly upgrades.

Additionally, leverage the data that you already have within those platforms. Practise good data hygiene to take it out of its silos as much as possible and clean it up so that it can be utilised. If your strategy requires new data to be integrated with a technology platform, consider daily .csv imports at first rather than a more costly API development.

 

Start small, and grow from there

An 80% ‘working’ product is more than no product at all. Trying to do too many things at once may mean your new CX strategy takes months to get up and running, all the while draining money from the budget without producing a return.

Rather than embark on the Rolls Royce of welcome journeys, agree on what the minimum valuable product would look like that you can implement in six weeks, not six months. Limit channels to the ones where you will be most effective, and take the opportunity in these early days to build new processes, train up your team, and get tangible ROI before moving to each new phase.

Once your new journey is live, you’ll be in a good position to analyse the results and identify opportunities to improve on your work. Rinse and repeat across the board and you will be maximising CX and growing your capabilities, all without blowing the budget.

 

 

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