Imagine hiring a service and that everything around it makes you enjoy an amazing experience Possibly you would be wanting to repeat!
In the next post we talk about the customer experience, that trip that we take when we decide contract the services of a company. Prepared? Well keep reading!
What is the customer experience?
Before we start talking about customer experience, we need to be clear on what it is. Many times it is confused with other topics with which, despite having a close relationship, they are not exactly the same.
Customer service experience, customer-focused marketing, after-sales services… Although all of them managed correctly help globally provide good customer service And in trying to make the customer experience as positive as possible, they cannot be confused with the customer experience itself.
Customer experience, also called Customer Experience (CX) it goes much further. This experience It encompasses all the perceptions (conscious and subconscious) that a customer has once they have interacted with a company.
These interactions can be done in a way rational, physical, emotional and even psychological.
We can say then that Customer Experience is a mix of actions, emotions, information and feelings resulting from the customer’s relationship with the brand. All of them shape the journey that the client undertakes during the brand life cycle.
Why is the customer experience so important?
As we have commented, many factors influence that the customer experience is not 100% controllable.
This lack of control makes it difficult (but not impossible!) To offer a good experience, or at least do everything possible to try. Getting customers to enjoy a good experience directly influences business profit.
The different actions in the hands of the company, mixed with the emotions and sensations of the client himself, are causing his behavior to change, and may reach deepen relations with the company.
A good relationship can increase customer loyalty to the brand, directly helping to achieve greater economic return in the organization.
All companies, when they begin to interact with a customer, are offering him an experience and many of them sometimes are not even aware of this fact.
Offering a good customer experience is decisive when getting a person to decide to contract a service, purchase a product, repeat the purchase, recommend the company to other people and even speak positively or negatively about it …
It is important to take this into account and try to offer the best possible experience, ensuring that clients feel comfortable from the first moment who interact with the company to the last (we never know if a goodbye can become a goodbye!).
Customer Experience vs User Experience
A key point, now that we are clear about what the customer experience is and its importance for organizations, is not to confuse it with User Experience. Despite having a similar name, both differ in scope.
The user experience refers to the factors and elements that interfere in the user interaction with the environment or devices specific, which provoke in the user a positive or negative perception of the service or product provided.
While the user experience stays in more concrete exchanges (with the device and the environment), customer experience goes further, taking into account interactions with the company in any of its forms.
From the attraction generated by the marketing strategies, to the first contact, the request for the service or purchase, customer service and even the termination of the business relationship …
Customer experience is a whole with a scope that integrates each and every one of the points of interaction between the client and the brand.
Customer experience manager: an increasingly demanded profile
There are many actions that can be carried out to offer ideal experiences. Between them, analyze and correct critical points that can shake the customer / company relationship.
For this, one of the most important points is to have controlled the client’s path, which is known as “Customer Journey”And have a good strategy to sustain it.
Not only does it work with have a good experience in sales and customer service, since the path that the consumer travels with the company is much longer.
This fact has caused that more and more organizations are incorporating a specialized profile in analyzing, managing and correcting all the improvement points of the “trip”. This profile is known as “Customer Experience Manager”.
This professional is the responsible for ensuring good brand-customer relationship, its main task being to understand the user.
Must be someone analytical, with strategic vision and empathetic. Their job is to ensure that the client receives a good service and feels comfortable in all interactions with the company.
It is important that the Customer Experience Manager work hand in hand with all the departments involved (sales, marketing, finance …), to improve all processes.
The ultimate goal It is not only attracting a greater number of clients, but their loyalty.
Customer experience: Examples
To finish, we will see an example series of what could be a bad and a good customer experience. Surely you feel identified with one of the commented cases !:
Case study A: Bad customer experience
Currently, it is becoming more standardized to buy online. The Digital Experience that a website can give us starts from the first moment we enter the page.
Let’s imagine that Maria (used to shopping online) needs to buy a dress for a family event. To do this, decide try to buy it on the website of a recognized brand, in which I had never bought online before.
Upon entering, the web design is not very striking, in addition the page loads quite slow And the filters to find the dress you need don’t work quite well.
Nonetheless, Maria decides to buy one of the dresses and choose the option pick up in store the next day (positive point in the experience to have a very short delivery time).
Probably, if the next day Maria was informed via email / SMS that her dress is already available and ready to pick up, the customer experience could have been altogether positive (although the user experience on the web would not have been entirely so).
But the next day Maria is not informed. In addition, the status of your order is not updated in several days and after several emails to customer service and calls to the store, no one responds to your order.
We are faced with a case in which lThe customer experience (in its entirety) is unsatisfactory.
This bad experience can lead to Maria not deciding to buy the brand again online, she will discuss the problem with her friends and may even put a negative review on her bad online shopping experience.
Case study B: Good customer experience
In this second example, David needs to request the services of a law firm to solve a legal problem.
A family member recommends a trustworthy law firm and David the first thing he does is get information on the Internet on it.
When you type the name in Google, the office’s Google My Business tab appears. On the tab, most of the ratings are positive and 4 and 5 stars. Also when entering the web design seems very attractive and is very easily navigable.
Without having had any direct contact with any person in the company, David is already forging a positive relationship with the same.
Finally, he decides to contact, and at all times he receives a personalized attention and support about your case. David hires the service which runs smoothly.
Even once it is finished, you receive a survey to assess it, so your customer satisfaction experience it is completed, achieving a positive customer experience.
In this case, David, will probably repeat in the same office if you ever have a problem, she will even recommend the service to family and friends and support positive feedback from the Google My Business tab.
All this will make the law firm continues to increase its client portfolio and strengthen trust of them, achieving their loyalty. One of the objectives that companies must have increasingly clear.
And you? Still haven’t decided to make your customers enjoy the best possible experience? Put yourself in Contact with us and we will advise you so that you can achieve the trust of your clients and thus achieve the best results for your business.
We are waiting for you to enjoy the NeoAttack experience!