During the COVID quarantine period, the advertising/marketing culture that started rising was centered around “human beings”. Therefore, Brands in an effort to raise their customer experience spent all their effort into creating branding/marketing strategies that could touch consumer’s hearts. However, that unconsciously created a generic template and pattern like: “in a time of great sensitivity”, “we’re all in this together” and more.
This led to consumers wondering why brands felt compelled to reach out, without understanding what they were and weren’t looking for from brands in these times of great uncertainty, anxiety, and fear. That showed that in the past years, brands spent more time advertising their products, than focusing on how they could develop the actual relationship between brand and human.
All those actions though are the ones that shape customer’s experience and the brands that “did it better” are the ones that got benefited from this new socioeconomic era.
In this article, we will discuss why customer experience is important, ways to measure it, and how we can improve it, in order to help all sorts of companies not only to survive but thrive in the post COVID era.
To begin with, let’s discuss what customer experience is. Customer experience or CX is the holistic perception that customers have of a business or a brand. This perception is getting formed throughout all aspects of the buyer’s journey. The two primary touchpoints that create the customer experience are people and products. That includes every interaction a customer has with the business, such as navigating the website or the feeling of walking into the retail store, talking to customer support, receiving the product/service, and more.
Customer experience includes three main components:
Even though we can detect those three areas, there are no hard lines between them. This happens due to the fact that the existence of “customer experience” is based on the combination of those three key areas.
However, sometimes people tend to confuse customer experience and customer service as the same thing. On the contrary, customer service is included in customer experience and the key difference is that customer experience involves the whole customer journey. Customer service is limited to the interactions that a customer has with specific touchpoints of the business when he/she requests or receives assistance from the team, such as to request a refund or communicate with the support team for technical solutions, etc. In short, customer service is just one part of the whole customer experience.
One common question that many usually make is if it is really necessary to spend effort into developing and evolving the customer experience of their customers. The truth is that it requires a lot of effort and a flawless plan from the top until the bottom of the business, in order to truly have satisfied customers. How customers feel about the brand is tied to the sustainability of the business’s growth:
Customer experience measurement is a multidimensional topic. Most businesses have multiple touchpoints, possibly in different channels, with different objectives. The most ideal place, to begin with, is to design a customer journey map. Journey maps are a visual representation of how people interact with the brand. But this is only the first step of the process. In general, there are many ways on how to measure customer experience:
As competition heats up and the new socioeconomic era definitely provides an air of uncertainty, one thing is for sure, that exceptional customer experience can help businesses become successful. As Quintessential SFT, these are a few tips that we think that would help your business thrive in the new era:
To sum up, Customer Experience does matter. Investing in good customer experience is important for any company, no matter how big or small. Identifying key touchpoints along your customers’ journey, collecting customer feedback to improve the customer experience, and analyzing trends will help you improve customer satisfaction and eventually develop a loyalty culture to your customers.
We are really glad that you stayed until the end. Therefore, we have something extra for you.
Follow this LINK to get access to some great resources and ideas for your designs.