The marketing world is buzzing lately about Customer Experience as a differentiator, and it is a huge driver for growth and ongoing sustenance in the consumer industry. You may be asking yourself, what is it, and what makes a great customer experience?
Definition of Customer Experience: is a customer’s perceptions and feelings caused by the cumulative effect of interactions with a supplier’s employees, channels, systems, or products. Others will define it as how a customer perceives any interaction they have with your company. In the end, it comes down to two primary elements: Perception and Interaction.
Customers Perception and Interactions with a Brand
When it comes to a customer’s perception and interaction with a brand, it can be the result of many interactions or just one while looking for information at different phases of a customer life cycle. It also refers to the talking points when interacting with a customer support agent on a live chat, call, or self-service options with a customer’s journey.
It is merely how a customer perceives a brand through every interaction across the life cycle. In today’s digital world, more customers than ever are well-informed and connected. As the channels of communication grow, brands like yourself may find themselves turning to technology platforms at an increasing rate to improve their customer’s experience.
Customer Service or Customer Experience
Customer service is the support provided to customers who want to purchase or use a company’s services or products. It is also part of the customer experience. Customer experience is the overall perception of your brand due to interactions throughout their journey.
Customer service is also reactive. It usually only comes into play when someone is dissatisfied. Your business may only take action once a problem occurs and not before. The customer experience is proactive. This means taking action before any dissatisfaction occurs. Customer experience focuses on the whole customer journey by building and maintaining a long-term relationship with a customer.
Delivering a consistent level of customer service will impact a customer’s perception of your brand. This will make it easier for customer service to be accessed and make for better customer experience, not to mention build loyalty with the customer.
Customer Experience Management
This is the process that a company managed and organizes every interaction with a customer across their journey. The main objective is to optimize the interactions with customers that will align with their perception of the brand. This is helpful by exceeding all expectations to strengthen long-term relationships with customers. It is the key to gain a significant advantage in today’s competitive business market.
The 3 Pillars of Customer Experience Management
The Importance of your Customer’s Experience
Though many brands offer competitive products, services, and costs, the biggest thing that will separate them is delivering a great customer experience consistently. The reason why the customer experience matters are that it’s become quite easy for someone to switch brands if they aren’t happy. That is why many brands work strategically to make for positive customer experience.
Here are some ways they do this:
The Customer Experience Strategy
Improving Customer Experience means taking action. Having the proper management strategy will help you deliver an outstanding customer experience. Using the right customer experience platform reduces costs and increases your brand value. It also enables you to stand out from the competition.
The future of customer experience is ever-evolving. Brands must align their objectives and goals on a strategic level with the customer experience should be at the heart of what they do. Many areas of customer experience are evolving at a consistent rate and ongoing technologies will continue to shift the customer experience. Brands must stay on top of all this to deliver a consistent and personalized customer experience for all their customers. As trends and customer’s buying habits change, companies need to build an ongoing customer experience strategy that evolves with these changes to stay on top of the game. The customer experience will always be a part of a brand’s success, but how it’s delivered with depending solely on your strategy.