Customer experience (CX) is a much talked about concept among marketers you need to know to optimize your strategies.
For your business to deliver value efficiently, you need to consider customer experience.
The concept encompasses several aspects of a company to be aware of.
Successful big companies pay attention to these aspects and know their importance to the success of a business.
By simply caring about a few details and focusing on customer strategy, companies were able to deliver incredible experiences to their consumers.
And it’s hard to forget a very good experience we’ve had in our lives – not only do we keep it, but we also want to share it with friends and family.
By providing the best customer experience, some successful brands have been able to build deeper relationships with their customers, who in many cases even become brand promoters.
To help you apply the same strategy that other successful companies use, we made this post.
Here you will learn what customer experience is, its importance, and how to best apply it.
What is Customer Experience?
Customer Experience is nothing more than the experience that the consumer has when interacting with a company in any way, that is, their feelings and impressions when having contact with the company.
Interactions refer to all means by which the customer had contact with the brand, which may be employees themselves, digital platforms, physical ads, among others.
The customer experience reflects directly on the image that the customer has of your brand / company, that is, the impression that your company leaves to customers and, consequently, the brand identity.
Professionals who apply this concept to their strategies always consider first and foremost what would be most appropriate for their customers regarding new content, campaign, service platform, or any other medium.
This way you can provide better, customer-focused experiences.
But why is providing good experiences so important to my business?
How important is Customer Experience?
Since marketing entered a new phase and came to consider the customer as a complete being, with body and soul, this concept has gained a lot of strength in the area.
It was noticed that customers do not only buy products, but the experience as a whole, which is linked to products / services.
Good service, value delivery and participation in the entire purchasing decision process, from recognition, are essential aspects for a company to succeed.
Customer experience must be valued at all times and applied in all areas of a business.
The difference is not just the price and quality of a product or service, but how it is delivered to the customer, how it is delivered and what subconscious values the product conveys.
Products and services can be associated with enjoyable experiences, ranging from customer service to complete content that answers questions and shares something new with customers.
With this new phase of marketing and digital media, customers have many options at their disposal. The competition is fierce, and the difference is the way the customer is treated and how he perceives the brands. This way you can build your brand loyalty.
Properly applied, customer experience can retain and retain customers, and contribute to brand recognition and authority.
Not only that: it can make them active promoters of your brand by sharing the experience with others and thus consolidating word of mouth marketing naturally.
Check out how you can provide a great experience for yourself.
The basis for correctly applying customer experience
First of all, let’s give some general bases you should keep in mind to provide good customer experiences.
They will help you better target what to do and what aspects to consider in order to apply the customer experience in the right and most efficient way.
See what customers have to say
This is a very important foundation for any business and can give you very useful insights and information.
After all, who is better to represent your customers than themselves?
That’s why it’s essential that you listen to what your customers have to say about their experience when they come in contact with your brand.
With digital media, such as social networks, it’s much easier to check customer feedback on comments, likes or any other channel.
Some people like to interact and give their opinion about something. If you follow along and seek to learn more about what they say about your brand, you can learn a lot and fix mistakes you had no idea existed.
Therefore, consider your customers’ opinions and always be open to new suggestions to optimize the Customer Experience.
Make promises you can keep
Transparency is one of the most valued characteristics in a company. If you are transparent about your processes and changes, you can build confidence and make a great market image.
It is therefore important that you only make promises you can keep. Speaking things that aren’t really done is a bad indication, and it can hurt your image.
Also maintain a communication channel with your audience, where you inform future goals and results. This way you demonstrate that your business has nothing to hide and your customers can trust it.
Innovate and create an emotional connection with customers.
There are no rules for marketing. It is an area in constant change and innovation. So innovate too, use new tactics and see what works for your audience.
Events, new content formats, and ways to interact with customers can make your brand stand out.
In addition, it’s important for your company to build deeper customer relationships, use your persona’s language, and share information that is trending among your audience.
This way, you can identify with customers by creating strong emotional ties that help build customer loyalty, with a preference for your brand.
How to create a customer experience strategy
So let’s get down to business: How do you design an effective customer experience plan for your business?
This is the question we will answer in this topic.
It is not enough just to know CX concepts and pillars, you must know how to apply it to your business.
According to the Customer Strategist Portal, there are six key factors – all connected – that you must consider in your customer experience strategies.
The customer must understand exactly what to do when present on their channels, such as websites, stores, and landing pages.
You should make the process intuitive and as simple as possible.
If more complex activities are still required, your company should provide support to guide customers and teach them what to do.
An example of this is adapting to the mobile experience.
Users are more used to doing everything on their mobile, and that includes buying a product or service.
That’s why it’s essential that you offer the same options for mobile and desktop. This way, customers don’t have to switch between platforms, streamlining the entire buying process.
Personalization, in this case, is not for products and services customized for each customer. This is not feasible in some cases, but not a problem.
Personalization is valid not only for value offers, but also for all customer touch points.
Your sales, support, and service staff should keep in mind that each customer is unique and requires a different approach.
It is important for your company to treat each customer according to their needs. This way you can identify the right time to offer a particular service and how to do it.
The customer will feel special for having an exclusive service and for being more valued.
And so you can more easily identify customer pains and how to resolve them.
Have you given up buying because you found the process too complicated or simply got no response from the seller?
Unfortunately, this is a common situation that involves simple mistakes by companies.
To prevent this from happening to your business, you should make the purchase as convenient as possible.
And how to do it?
Offer products according to the profile of each consumer.
With ever-increasing data collection, it is not too difficult to identify a buying trend or frequency in a customer and make it easier for them to process.
Doing so makes it easier for you to build a customer who doesn’t have to go through the same buying process more than once.
Also, offer fast and efficient support if the user has difficulty purchasing your product / service.
If you wait too long, you are likely to give up buying and still have a bad image of your business.
Fast and efficient support is highly valued and contributes to a better brand image.
This topic is also related to what we talked about earlier about support, which should be quick and effective.
It is important that you have clear contact information so that customers can resolve their issues quickly.
Also, have someone willing to help the customer as needed and encourage personalized treatment, as we said in a previous topic as well.
This way you avoid internet complaints and feedbacks that can hurt your business image for a long time.
Much of the negative feedback from companies is related to service and support.
Product or service errors happen, the question is how the company will handle the error and how efficiently.
It is important that your business is present where your potential customers are at all times.
You must be present on all platforms that your audience uses to avoid losing it to the competition.
If you do, your brand will be more recognized and can be a reference in the market.
But it is not enough to participate in the channels creating a profile / page, also know how to stand out in them.
Each has unique and different features, and users interact in different ways in each.
That’s why you should always be aware of the changes and seek to innovate and boost your pages in digital media.
The customer experience is directly associated with an omnichannel strategy .
Omnichannel is a term used to refer to a complete strategy in each of the channels between customer and company.
The term arose from the need to integrate online and offline channels to offer the best experience to customers, ie each complement each other.
You must link your entire strategy together so as not to confuse customers and make it clear what each platform and channel is for.
Each channel has its purpose, which is the same as every other channel in which your business is present.
This way, the customer can more easily understand their business process and have a more integrated and better experience.
Not only that…
After applying CX knowledge, you should follow your strategy to see if everything is going well and optimize it.
Measure customer experience results
The time has come to measure the results.
Every strategy must be tracked and measured so that you can assess whether or not it was effective and in what aspects exactly does it fail or succeed.
But the question remains: how to measure the customer experience?
It seems so subjective that it’s hard to think of ways to do it.
But there are, yes, metrics for measuring customer experience, and that’s what we’ll talk about now.
Net Promoter Score (NPS): NPS measures a customer’s loyalty level with your brand.
For this, the probability, from 0 to 10, of a customer is asked to refer your company to a friend, colleague or family member.
From the responses, the SPN is calculated by subtracting the percentage of detractors from the percentage of promoters.
SPL = PROMOTERS% – DETRACTORS%
Customer Effort Score (CES): This metric helps you measure the efforts a customer has made in doing something related to your business.
For this, it is asked, on a five-point scale, how much effort was required from the client to perform X activity.
A low score means that customers use little effort to accomplish their tasks and are therefore satisfied in this regard.
Customer Satisfaction Score (CSAT): This metric is related to direct customer satisfaction.
It is calculated using general satisfaction surveys, which are usually on a scale of 1 (very dissatisfied) to 5 (very satisfied).
Now that you know the importance of customer experience (CX) and how to apply this concept, it’s time to get your hands dirty and evaluate if your results improve.
We hope we helped with the content!