Customer Experience – CX

What is the customer experience?

Customer Experience (CX) refers to how a company interacts with its customers in all aspects of the customer’s journey; from marketing to sales, support services and every intermediate point. It is the sum of all the interactions a customer has with a brand.
However, the most important thing to know when it comes to your customer experience is how customers feel about that experience. [ su_spacer size = "10"] You have important decisions to make at every contact point in the customer's journey; and these decisions can influence how your customers perceive your brand and how successful your business will be.
Why CX matters?
As products become more and more marketed, customers become more differentiated according to; experiences with the company and the brand and less depending on the specific characteristics and functions of the product. Customers want to feel connected to their favorite brands and get to know their brands.
In fact, the customer experience has become the most important competitive differentiator. To win in this environment, organizations need to ensure that their CX initiatives; they can provide personalized and pleasant interactions in every customer contact point.
86% of companies consider the customer experience as the new battleground with competition.
Customer interactions with you at all points of contact have a cumulative effect; on customers' overall perception and impression of your brand.
This makes the customer experience truly invaluable to the success of your business. Here are some of the factors that can make a big difference in customers' opinions about your company.
  • Do your marketing campaigns address their wants and needs?
  • Is your e-commerce site easy to navigate?
  • Does it provide lifelong assistance, such as shopping cart reminders?
  • How well do you serve your B2B or B2C customers during the sales and support processes?
  • All customer information is easily accessible to the people and systems that need it; so that customers don’t have to keep updating you about their identity or their interactions with you?
The degree to which customers feel you understand them has a strong influence on their level of satisfaction and the decision to do business with you. If you ensure an optimal CX, you will gain a competitive advantage.

The difference between a positive and a negative customer experience

A positive customer experience is one in which the customer leaves happy and satisfied from every point of contact or interaction with your brand.
Positive customer experiences include well-targeted marketing campaigns; e-commerce sites from which you can easily make purchases, simplified shopping experiences; self-service options and the ability to connect to your brand anytime, anywhere, through any device.
Customers expect brands to offer multiple channels for interaction. I want brands to anticipate their needs. And they want their loyalty to be rewarded with useful and relevant loyalty programs.

Data plays a crucial role in CX results

To provide a great customer experience, you need to connect your data and information from all your systems, from the front office to the back office. This allows you to provide a seamless connected experience to each customer, in a personalized way, at all customer contact points. [Su_spacer size = "10"] A negative customer experience is one that comes out unhappy, disappointed or even frustrated by their interactions with your brand.
Negative customer experiences often result from customers' perceptions that the brand doesn't know their needs at all (or that they don't care) or that it's difficult to do business with the brand. respectively. These perceptions can develop in response to factors such as
  • Websites difficult to navigate
  • Products that do not meet expectations
  • Slow resolution of the request for assistance
  • Irrelevant marketing contact
In an increasingly personalized world, standardized customer interactions are extremely unpleasant for customers; especially when companies are able to get a lot of information about each of their customers. In the connected, data-driven world, there is no excuse for disconnection between brands and customers.
Negative customer experience can occur when the support team is unaware of the customer's previous interactions with the company, when the company does not have the correct information about a customer or when personalization is completely missing.

How CX impacts your business

The way customers experience your brand has a direct effect on financial results. It is exponentially more expensive to acquire a new customer than to keep an existing one. Therefore, positive customer experiences are vital to your success. Excellent customer experiences can lead to incremental growth opportunities through cross-sell and up-sell opportunities, as well as recommendations from customers who bring new customers to the company.
A number of negative experiences of customers can lead to a decline in business and an increase in customer worries. In the digital world, this can happen very quickly. Social networks and feedback or review sites, such as Yelp, make it easy for customers to widely share their experiences.
Although some customers do a good job of providing positive reviews about the brands they like, it is known that bad news travels fast.
Customers are more likely to use the online environment with a complaint than a compliment, and this complaint can go viral to millions of people in an instant. With this kind of power, customers essentially decide the fate of your brand.
Excellent customer experiences lead to increased loyalty, customer retention and, ultimately, customer promotion of the brand.
Customized and connected customer experiences create brand loyalty, which has a quantifiable financial result. All components of the customer experience matter and the experience itself becomes a major differentiator in most industries.

How do you know if your CX platform is effective?

There are a number of ways you can measure the effectiveness of the CX platform. Technology plays an important role in helping you do this. E.g
  • Analyzing the results of customer satisfaction surveys can provide in-depth and tailored information, depending on the questions you ask in the survey.
  • Tracking the percentage of customers who complete a purchase provides information about what works for customers and what doesn’t.
  • Monitoring the number of customers coming back to new customers tells you how well you are doing to attract new customers and keep existing ones.
  • The involvement of digital technology can identify the rate and concerns of customers and help you analyze open ticketing trends in customer service.
All of these tactics allow you to evaluate the efficiency of your CX platform and make adjustments as needed.

Your road to exceptional CX service

The starting point for transforming your customer experience is a change of mindset. You need to see the customer experience as a broad spectrum of opportunities for creation; a series of connected, informed and personalized interactions with your customers and work with technology to achieve this.
Talk to solution providers. Request a demonstration to help you determine how a smarter, real-time CX could work for your company. Then think about your competitors. Am I already in front of you? Now is the time to start exploring. The world is changing and the customer is in power. Remember that the customer experience is not a part of the customer journey. It is the journey itself.

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