Top ten tips for defining your Customer Experience Vision Statement

Customer Value Frameworks for Supermarket Retail – Part 1 of 3

Supermarket competition has always been fierce, and the arrival of new, younger brands has shaken things up even further. A robust set of customer-centred strategic principles is crucial to helping you stand out, build loyalty and drive growth. Four models in particular have proved so useful, that together, they form our Customer Value Framework. This series of three articles looks at how you can use these to set the groundwork for change.

By Amanda Salter

A vision statement is a single sentence that lays out the key aspects of what your customers need and expect from your supermarket – and the experience you want to give them. The purpose of your vision statement is to differentiate your brand from everyone else and ensure your propositions are aligned across the business. It should also be used to inspire employees and get everyone singing from the same hymn sheet.

Essentially, an effective vision statement will underpin your business strategy and be a guiding force for change – but getting it right isn’t easy. Generic statements that could apply to any organisation are scarily commonplace.

To avoid the pitfalls, here are our top ten tips for a great vision statement:

1. Base it on reality

Forget pie in the sky. Your vision isn’t about what you or your customers would love if money were no object. It must have an achievable outcome. This means basing it on real, validated needs that your business is willing or able to invest in.

2. Focus on the bigger picture

Your vision needs to work across every channel, device and context. Don’t fall into the trap of creating separate visions for digital and in store.

3. Keep it for your company’s eyes only

A vision should guide and steer your marketing channels and align strategies. But it’s for internal use only. It’s not a customer-facing marketing strapline.

4. Put your customers at the centre

Customer insights form the heart of your vision. When you know your customers inside out, you can determine their key motivator and use this to drive change. An example could be, “We are the trustworthy supermarket”. This wraps up a whole bunch of implications – quality food that’s always in date, offers without the small print, ethical sourcing, home deliveries that turn up on time etc. A supermarket that delivered on every aspect of being trustworthy, without needing to mention it in multiple ad campaigns, would have a definite competitive edge.

5. Be specific

Your vision should act as a clear barometer to measure the value of internal behaviours, initiatives, actions and strategies. To do this, it must be specific to your business and customer segments.

6. Make it unique

Your vision is all about your supermarket and how you offer something different from your competitors. So show you’re not like all the rest. For example, is your supermarket’s key differentiator speed, convenience, trust etc. Getting down to the nitty gritty of your USP will help you stand out.

7. Be inspirational

Your vision should motivate all your employees – not just the top tier. It should form a picture that captures everyone’s imagination and create a desire to help make the vision a reality.

8. Don’t create a sound bite

Your vision is not about crafting award-winning copy. It doesn’t have to be pithy or clever. There’s no maximum word count. So don’t get hung up on style. Just focus on being clear, concise and directional.

9. Use it across the business

87% of customers say that brands need to put more effort into providing a more consistent, seamless experience across all channels. Aligning to and delivering on your CX vision will help you do that, driving customer loyalty, engagement, growth and profitability for your business.

10. Let it flex and bend

Your CX vision statement shouldn’t be set in stone. It needs to be flexible enough to change in line with customer expectations and needs.

See things differently

Need a steer with your vision or want to get to know your customers better? Get in touch

Other articles in the series:

Part 2 – Create a hierarchy of customer needs in 5 simple steps
Part 3 – Create customer journey phases to improve your experience

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