Why the Customer Experience You Deliver is Vital in A Digital World

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Businesses, whether online via eCommerce or in physical space, are always facing human beings. People are who we are selling to, who we are delivering products to, and to who we are providing service. The human element of the business has always made developing relationships with customers essential, just as real estate agents have always made an effort to make empty, on-the-market homes feel homier (using tricks like baking cookies).

Although the increasingly virtual Colombia Phone Number nature of business has reduced face-to-face contact with one’s customers, it’s crucial to remember that people are still people when they’re interacting with your business through their laptop’s screen.

Thinking about customer experience, and the thoughts and feelings a customer has while interacting with your brand is a great way to continually remind yourself that many different individuals see your online presence.

Understanding customer experience is important for your business so that you can improve it for your customers. Thankfully, we have a guide to understanding CX.

What is Customer Experience?

Simply put, customer experience is the sum total of everything that goes through a customer’s mind throughout interacting with your business. It’s not about any one stage of business—just buying a product or using it. Instead, every moment that a customer’s attention is on your brand in any way is a part of their experience.

The customer experience (or CX) then is a big concept with a lot of complexity. There are a lot of different ways a customer interacts with a business and many types of potential reactions.

To start with an offline example, think about someone walking into a store at the mall. Perhaps it’s a clothing store like the Gap or the Banana Republic. What the customer first looks at is part of their experience, as is what they hear and what they smell. They start to look for the section relevant to them: is it clearly labeled or not so, leaving them with a sense of confusion. How do the employees give them directions?

Is there a Difference Between Customer Experience and Customer Service?

CX has many branches that impact your company’s overall reputation. One of these branches is customer service. CX is based solely on interactions with customers that affect their perception of your brand. Customer service however focuses on providing a service to the customer. One example of this will be where your business provides a customer request line or helpline. A custom service operator is on stably to help the customer through phone calls but this could also extend to a customer service team responding through email and text customer service. Of course, if customer service isn’t good this could affect a brand but it doesn’t necessarily affect marketing.

What Creates A Good Customer Experience?

Good customer experience is not set as each business is unique and so are customer journeys. There are however some factors that create a good customer experience. Take into account these factors are just general observations and research and they will differ within industries and businesses.

You create a positive experience for customers through:

  • Making the custom a top priority and listening to their needs across every marketing channel
  • Establishing good feedback through asking for customer feedback and using this feedback to understand their needs
  • Creating a customer experience strategy and system to analyze your target market
  • Resolving problems and challenges presented by your customers
  • Asking customers questions and taking action

What Creates A Bad Customer Experience?

Bad customer experience can also differ among industries but there are some common factors to look out for or avoid.

You create a bad experience for customers through:

  • Give customers long wait times either by making them wait in line at stores or waiting for responses through your marketing channels
  • Unresolved problems or issues
  • Providing automated or general customer feedback, rather than human feedback that is specific to the problem they are experiencing
  • Hiring employees that do not understand your customers or not training your employees to understand customers
  • Bad customer service, ie. being rude to customers or hanging up on them

Understanding the Customer’s Journey Through Your Service

As described above, CX might seem too big and complicated to get a grip on. How could someone think about every moment of every interaction a customer has with their business? How can one tiny moment or detail impact a client’s perception of your brand?

It can be done relatively quickly, in fact, by breaking down the way a customer moves through your online presence. This is called the ‘customer’s journey,’ and will help you identify stages where improving the customer’s experience will be easier.

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