Customer Experience is a concept used in the processes of organizations to represent the experience that a company delivers to its customers, from the moment they get to know the brand until they become customers and begin to effectively use its product or service. Guest Author Feb 14, 20 | 15 min read what-is-the-customer-experience-and-why-it-is-important At this time, companies are quite focused on digital transformation , a movement that has given rise to an aspect that is much more important than the quality of their products .
And this is precisely the Customer Experience , a concept that is not recent within Marketing and sales, but that you must be very clear in order to earn a place in the minds of your consumers. When was the last time you received such pleasant and attentive treatment in a store that you felt at home? Surely you can remember it easily. And it is that our mind saves those moments where we feel happy and satisfied. This is the Customer Experience, or the customer experience . Of course, Malta WhatsApp Number List you will also remember a time that you have been treated so badly that you said something like: “I will never return to this store or buy from this brand .” A pleasant and positive user experience, in marketing terms, can produce immediate and exponential dividends for your business . This is because the best advertising that can exist is the one where your clients promote you with their friends, family and acquaintances. If you’re ready to learn all about Customer Experience, good read! What does Customer Experience mean? The Customer Experience (CX) could be defined as the compendium of all the perceptions that are generated in the mind of the customer about a brand through their relationship with it . In other words, every transaction, communication or approach with a company or business is an experience. What has happened in recent years is that organizations have glimpsed the power that CX has within their Marketing strategies (either online or offline), Sales and, of course, in terms of profitability and profits. For this reason, right now, the Customer Experience is one more department of its operations. The CX has two fundamental aspects: the customer and the product . In other words, a brand must surprise for its products and, also, for the attention and dedication it has to solve problems and satisfy needs. According to ThinkJar , 86% of consumers would pay more for a product or service if it were accompanied by an improved experience or superior to the rest , which shows the great opportunity that the CX can offer organizations.
This is also transported to the virtual field, and that is why Digital Marketing strategies must consider this concept as of vital importance. For example, actions such as information shared on a blog , browsing a website, or the user interface of an application, should also be considered to offer a pleasant user experience. Now, why is it so important to brands? The answer lies in the growth viability that CX provides . Guaranteeing a positive customer experience translates into loyalty and engagement or affinity, opening the possibility that this user:become an ” ambassador ” of your products or services, attract more public, and help improve other people’s perception of your business, which is the same as being a prosumer . Taking into account data from Bain & Company , we can see that there is still a long way to go for companies and brands. And it is that 80% of more than 360 firms affirmed that they were delivering a good quality Customer Experience and only 8% of consumers supported this thesis . So, with all this said, you will surely wonder, where did this movement come from? Find out below! Transformations in consumer habits: the genesis of the CX The concept has been around since the 90s and the beginning of the millennium, but companies and businesses still did not understand the power that the user experience had over aspects such as the quality of the products or the price. At that time, confusing CX with the quality of the product was very simple, since it was not a principle configured within the routine of the brands. A decade ago, the stiff competition between brands and globalization unleashed the conditions for the Customer Experience to be so decisive today, since price and quality began to be less relevant for users, since what they want most is feel cared for, satisfied and listened to by companies.
In addition to this change in consumption patterns, since 2006 the so-called “sales funnel” was used, responsible for the Inbound Marketing methodology and its derivatives such as Content Marketing . These strategies were made to attract and take customers from the discovery of a brand, to the conversion or the sale, but it was not enough to build loyalty. Then, in 2018, the co-founder of HubSpot claimed that it was obsolete, and with it the “flyer” or Flywheel was born , which is based on repetitive actions of attracting, interacting and delighting the customer. What changed? Well, according to statistics from the Nielsen Group, 92% of consumers trust the recommendations of their friends, family or acquaintances more than advertising . This reality opened the eyes of the brands, showing that the experience was another product of their businesses. This resulted in a new need to understand the profile and needs of customers, which enables more personalized products and services to be offered for longer periods of time . Key concepts associated with Customer Experience There are concepts within the CX that have allowed to create and apply the strategy to ensure results.
Some of them are:Emotions – These are feelings that users experience, such as happiness, nostalgia, empathy, and more. Memories : the perceptions that customers have about the brand, which determine the way in which you will develop a relationship with it. Behaviors : generating emotions and memories in users, new habits are stimulated in them, for example, of consumption. Business results : what is generated after applying everything mentioned and that supports the viability of the strategy in general. These concepts form a value chain, connecting aspects such as emotions, previously considered “intangibles,” with business factors such as profitability. What happens if a solid and unforgettable experience is not offered? Taking into account the results of a study by Temkin Group, which show that the leading companies in Customer Experience have a 16% commercial advantage over those that do not apply it , it is clear that it is a great risk to omit this concept. Therefore, below we are going to show you those opportunities that you can lose and problems that you would face if you do not take Customer Experience into account in your business:not knowing the needs and tastes of your ideal client ; generating negative emotions that alienate customers and lead to bad reviews (according to Zendesk 95% of customers with bad experiences tell others);create a poor public perception of the business; not being able to reach a loyalty or loyalty point with the user; never foster a direct relationship with the customer .
And those are just some of the risks that exist by not focusing on offering a Customer Experience that guarantees positive emotions in the minds of users . 7 characteristics of a Customer Experience strategy In order to give the customer a pleasant experience, it is necessary to take the following steps to differentiate yourself from the rest. 1. Know the customer’s perception Study and analyze the different interactions that your brand has with its audience. We talk about reactions, comments, actions, behaviors and opinions . This way you will discover what they value about your brand, what they consider important about the service and what changes they would make to improve their experience. 2. Identify your brand promise The next step is to recognize the promise that the brand makes to its customers . The experience has to be consistent with your values and mission. All of this generates positive emotions in the minds of users just like marketing for clients . 3. Work on the employee experience The face of the company is the collaborators, if they don’t feel good, the clients will know it.
The employee must be the first to feel the pleasant experience, only then can he speak coherently and convey his feelings to customers. To boost this indicator in companies, a solid Employer Branding strategy can be implemented . 4. Find needs By understanding customers, you can anticipate their needs, before they know they have them. It is one of the main characteristics of the Customer Experience, since you will understand with a lot of time in your favor what happens in the mind of the public. 5. Meet the needs By understanding what they need, you can deliver products, services, and experiences that delight customers in unexpected ways. 6. Start selling When the user already has a positive experience with your brand, they will be much closer to buying . It is time to offer you personalized attention, a simplified and direct purchase process , transparency in operations and a lot of kindness, speed and respect. 7. Meet your expectations Finally, when the client has already tried your brand’s products or services, it is time to analyze their emotions when they use your articles. With this, you can better understand their expectations and make sure you meet them over time.
The successful use of the product has been the basis of a very important concept for technology companies: that of Product-led Growth , that is, the process aimed at making the product the cornerstone of corporate growth. The CX is a differentiating factor for any organization in the world . Brands know that it is vitally important to their ambitions and their own expectations. Customer service and customer experience: are they the same? The answer is overwhelming: no. The service to the customer is a small part of the customer experience, but it’s not the same. As we already mentioned, the CX is based on the perceptions that the client has about your business thanks to the interactions they carry out before becoming a consumer as such. But customer service refers to specific points where the user needs advice and guidance , and the company ensures that they receive the help they need. For example, customer service is when within a clothing store a customer does not find a size of a specific model and a collaborator guides the customer to find it. On the other hand, the customer experience is when within an online store everything is categorized and separated into tabs, gender, color or season, which makes it possible to find the desired garments quickly.