Customer Experience: what is it and how to put the customer first?
Customer Experience (CX), or Customer Experience, is the term used for the concepts that the customer has about a brand after having interacted with it. From the perspective of the company, it is the image that it transmits to its customers throughout the journey: from the first to the last contact, with the sale taking place or not.
Do you know that expression “the first impression is the one that stays”? Even though we don’t need to be immediate, this is something present when we talk about the relationship between brand and consumer.
But, the fact is that both very bad and very good experiences are easily pulled by memory, isn’t it? Many elements count at this point. Details make a difference – and always will. But above all, what counts right now is a process. It necessarily needs to be geared towards optimizing the Customer Experience within your company. In every step of it.
It is crucial, from product or service development to after-sales, to have efforts and resources focused on this mission. The CX is the one who will guarantee the success or failure of your company with your customers and also with your competition.
In this text, we will talk better about what Customer Experience is. What benefits does this bring to organizations? And, more than that: what are the best practices to make this something present and natural in your business?
Stay with us.
What is Customer Experience (CX)?
Although there is no defined, clear and widely used concept, the best definition for Customer Experience is still the set of actions that a company takes to impact its customers. This, of course, in a positive way and throughout the journey: from his first to the last contact with the brand.
This concept emerged in the industry when it realized that the buy-sell relationship was much more than giving a product and receiving money in return. Customers notice every interaction they make with the brand. The first dialogue with him is very important for him to continue evolving through the sales funnel.
This interaction effect between a company and its customers basically has 3 essential aspects that build this relationship.
- The customer journey;
- This consumer’s life cycle;
- Brand contact points and environments;
The Customer Experience takes place during all these actions. Of course, many other elements can be included there. But, in essence, CX is the customer’s perception of your brand. Your business, in the end, will be what the customer understands it to be.
That’s why those 3 aspects mentioned above are so important.
This is where it all starts. That’s when your business persona discovers the problem and goes after the solutions. So, at some point, the consumer will come to you full of doubts – and you need to be prepared to generate value for them at this time.
Here comes the importance of efficient marketing management, which attracts and nurtures the lead. And, also, a sales team that knows how to be a consultant to ensure the business.
Consumer Life Cycle
Here comes a methodology that involves the relationship with the customer at all levels.
- Market segmentation;
- Lead generation;
- Qualification and sale;
Also known as touchpoints, interaction points are where the brand and customer maintain an active and useful dialogue for both sides.
Here, we can think of all kinds of actions to attract customers. We can talk about the more traditional ones:
- media advertisements;
- telemarketing ;
Even digital marketing actions, present in:
- email marketing ;
- Virtual store;
- social networks;
But, don’t restrict it to the virtual environment only. The presence and attitude towards the customer at events, for example, counts for a lot. Each touchpoint has its own peculiarity and can create a positive and special experience, as well as repel that consumer.
The importance of Customer Experience for companies
Your company cannot stand out for its price alone. If customers don’t see value in what you sell, then you need to invest in Customer Experience. Of course, the price helps you stay competitive. However, focusing on customer success at all times is what will set your business apart.
The importance of CX is even more evident when this entire cycle of the buying journey is done naturally. With people searching Google for content that answers their questions. Being nurtured with more and more educational content and understanding more about their problems and solutions.
Then, relying on you for your sales team to get in touch. Making the purchase of a home in dha multan solving the pain and having an extremely satisfying after-sales experience.
Having processes aimed at this helps companies to:
- Reduce customer evasion – keeping a current customer is cheaper than acquiring a new one. And satisfied consumers tend to continue consuming;
- Reinforce the brand’s image of authority – customers value experiences that are personalized. If that happens, you will have loyal customers who will refer new customers;
- Having brand evangelists – will reduce your sales cycle and also your CAC. The customer will play the role for you to prospect and even qualify a new lead.
However, be clear about one thing: your business is really what customers see, comment and experience. Even if you think your organization is one thing, if this is not reflected in practice, you will be far removed from reality. And that can be dangerous for your business.
3 factors to focus on and improve the Customer Experience in your business
By now you should be clear that your customer experience is an indispensable competitive differentiator, right? It is a mandatory requirement for those who want to stand out and really be a reference in the segment and sector in which they operate.
After all, consumers are increasingly demanding and no longer choose solely by price. The service counts a lot. Competition grows and forces companies to constantly search for innovation that leads to process improvement.
At this moment, 3 factors are important and contribute to the Customer Experience to be positive in your business. In fact, we can call them pillars: effort, emotion and success. They, together, converge so that you have a clear idea of how to delight the customer in every moment of contact with him.
So keep an eye out for them as soon as possible!
When it comes to Customer Experience, it is necessary to facilitate the way for the customer to get what he needs and in the time he needs. So many actions fit right now. From website optimization to language and visual elements that neuromarketing helps to apply, through accessible and effective customer service channels.
Your content, likewise, needs to be clear, easily accessible and well categorized. Finally, everything that the customer may have contact with needs to be thought out and executed in a clear, simple and didactic way.
The emotional pillar is important in every interaction you make. It is at this point that the client will create a bond with the company that can bear fruit later on. Have the customer focus is to make him feel welcomed and promptly care for their needs. It is a decisive step towards achieving consumer loyalty and, of course, making them a brand evangelizing.
Ensure that the customer is not only able to find what they are looking for, but also, after the purchase, ensure that the product or service will be used in the best way. The “success” pillar is a set of actions that lead the consumer to understand that what you sell is really what will solve the pain he has. Within this mission, you need to have prepared and proactive professionals to lead the client in the right way.
It’s what will seal if the experience he’s having with the company is positive or not. Which will obviously have an economic impact on your business.
4 tips to apply and improve the customer experience
To really ensure that your customer will have a positive experience at all times, some actions are needed. We have separated 4 tips to improve the Customer Experience in your business so you can start reaping the rewards. In this way, you will have teams that are really willing to give consumers the best that your company has.
And, of course, if that happens, you will be able to sell more and better.
- Proavtity in customer service;
- A work environment conducive to innovation and management;
- Management that seeks excellence in service;
- Metrics and indicators that show the daily work;
- Agility and organization to respond as soon as possible to customers;
- Empowerment for your teams;
- Integrate departments that deal directly with consumers;
- Introduce an Omnichannel service and have technology in all processes.
These are some actions you can start right away. Below, we’ve separated 4 tips that we’ll explore further:
1 – Establish a fixed culture in the company
In order for the customer experience to be truly and continually positive, it is important that everyone in the company understands this need. Of course, you will have structured teams for each area, but you never know when someone needs to serve a client.
Therefore, it is essential that everyone is prepared to act within the mission, vision and values of the business and, of course, deliver what the customer needs. Invest in training, training courses. Hold team meetings and make everyone aware of best practices.
Processes are living organisms. And good administrative management ensures that it will always be improved.
2 – Know your customer very well
Another fundamental point that will guide your marketing strategies, sales tactics, and customer success, among others is knowing your customer very well. What does he really need to be delivered to him? In what format? At what time.
Running an NPS survey, for example, with who is already your customer today makes it clearer to you. Make a deep and immediate immersion in this and take your customers’ characteristics always before taking any action from the paper.
3 – Generate value in all contacts
Generating value is delivering what the consumer needs, when he needs it, in a didactic way, to trust you and advance through the sales pipeline. This will make the customer more secure and you will start a positive relationship that, if all goes well, will generate a sale.
This is how a bond is created. Being consultative, being available and empowering the consumer in relation to their pain. Your content makes a difference right now and will show that your company cannot be ignored by it.
4 – Have the structure to always serve customers well
In addition to having well-trained employees and a culture of prioritizing the customer, it is necessary to provide conditions for this knowledge to flow. Here, we talk about essential tools to make these contacts with consumers more agile and accurate.
Marketing automation platform, online chats, CRM …
Digital transformation is important not only to serve customers quickly and efficiently but also to have their information stored. This will help you, by looking at all the history, to know what the customer needs even before he speaks. If that happens, you will have taken enormous steps to delight the customer and bring the sale closer to you.
This, without a doubt, is the ideal scenario that any manager seeks for their business. It just needs to start.
Customer Experience (CX), or Customer Experience, is the term used for the concepts that the customer has about a brand after having interacted with it. From the perspective of the company, it is the image that it transmits to its customers throughout the journey: from the first to the last contact, with the sale taking place…