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Customer Experience

The importance of every brand interaction and 4 more CX stories you should check out

by Philippe Aussant, on May 1, 2018

With April already behind us, it’s time to look at some of the Customer Experience (CX) articles, quotes, tips and stats that caught our eye this month.


Every experience counts when it comes to CX

In a world where people are simply a click or tap away from finding other options, brands must look to offer superior experiences in order to stand out from the crowd. 

In an article for Forbes, Shep Hyken offers key trends that customer-centric brands should consider when determining how to approach, build and manage a great Customer Experience program. One of Shep’s insights from this article is how:

“Your customers are no longer comparing you to direct competition; they compare you to anyone who delivers a great service experience.” 

- Shep Hyken

To drive home just how important it is for businesses to get the Customer Experience right, the CX expert and New York Times bestselling author references a recent report from PricewaterhouseCoopers (PwC), “Experience is Everything”, that dives deeper into the implications and drivers of good CX.

This report communicates an interesting statistic that any customer-centric brand should remember: 

59 percent of people will walk away from a company / product they love after several bad experiences. 17 percent will walk away after one single bad experience.

(Source: PwC)

As pointed out by Shep and the PwC report, it’s important to consider how easily the overall Customer Experience itself can be impacted. 

Several key ingredients go into building a great CX program, and with the Customer Experience being increasingly leveraged as a competitive differentiator, the importance of building a great program that stands out from the crowd is as crucial as ever. 


Brands need to start thinking like their customers, "mobile-first"

According to Statista, mobile devices now account for over half of all website traffic generated worldwide (52.2 percent in 2018), after several years of significant increases. However, as Brian Solis points out in an article for Marketing Land, many brands have yet to change how they approach the online experience to account for this shift in behavior.

With people now reaching for their mobile devices whenever they need to need to make important decisions, Brian argues, brands should prioritize the mobile experience over the desktop experience.

“Brands must aim to become the stewards of productive, assistive and positive mobile experiences without compromise.”

- Brian Solis

Brian also references recent research by Google that shows how 40 percent of people (and rising) prefer completing their entire shopping journey using mobile devices. However, Brian shares more food for thought on this finding, stating how one of the barriers facing mobile-first shoppers is how some brands’ poor mobile experience is forcing them to use a Desktop to perform certain tasks.

As customers, we often reach for our mobile devices whenever a question pops into our mind. It's almost a reflex for us nowadays. If you think about how you gather product information, make a purchase or get support, it’s likely that there’s a much more “mobile”, “on-the-go” element to how you do these things today compared to just a few years ago.

This highlights the importance for brands to continue shifting towards a “mobile-first” mindset, and to continuously research their customers and their evolving needs and preferences with the help of Voice of the Customer (VoC) research.


The majority of online shoppers prefer to return items in-store

As we just saw, people are increasingly moving online for their shopping experience, whether it’s through a brand’s website or mobile app. However, there’s one aspect of the shopping experience that shoppers still seem to prefer doing offline: returning an item.

As reported by eMarketer, a study by CGS found that 75 percent of online shoppers prefer to return items in-store, as opposed to shipping them back (25 percent). This is interesting since it points to a potential shift in shoppers’ preferences once they reach the post-purchase stage of their customer journey and, ultimately, can play an integral part to the overall customer experience for Retail or E-Commerce brands.

It remains uncertain whether shoppers’ preferences will eventually switch more to online in the coming years. However, something that remains critical for customer-centric brands is the need to devise and implement an omni-channel strategy, one that aims to provide people with a seamless, simple experience for pre- and post-purchase.


Connecting and sharing your data is key to a strong CX program

Collecting customer feedback and data is important. What you do with it and how you disseminate it to the right people is where their true value is found.

Econsultancy shared some great examples of how to turn your data into insights you need to deliver a strong CX program, including the need to:

  • Determine the right metrics to measure the quality and emotional response of your brand on your customers (e.g. Net Promoter Score®, Customer Satisfaction) and the efficiency of your efforts (e.g. conversion and retention rates)
  • Remove silos, connecting and centralizing your customer data so all teams can get a complete view of the customer experience, as opposed to a fragmented (or non-existent) view.

These two points play an important role in the democratization of your data. This is key for any customer-centric brand wanting to better understand their customers’ experiences and, in turn, design a great CX.

By integrating your different data sources, like your customer feedback, web analytics, session replay, and CRM (to name a few), you can add valuable context to each of these data sources that can provide a complete view of your customer experience.

In addition, by making this data and key findings easily accessible to key shareholders in your organization, through the use of tailored interactive dashboards for example, you can make sure that they have the insights they need to make more informed decisions. 


iperceptions Blog Post of the Month: Are you customer-centric? I bet you're not, and here’s why

Naturally, you can’t be a CX leader without injecting customer-centricity into everything you do. However, as Stéphane Hamel explains in a guest post for the Customer-Centric Marketer, many brands may not be as customer-centric as they think.

In this post, the Digital Analytics thought leader looks at how brands who strive to be customer-centric often do one thing that prevents them from reaching this status – they still treat behavioral analysis and digital analytics separately from VoC research.

Stéphane also looks at how combining these two powerful data sources allows marketers to combine the quantifiable aspects of a visitors' behavior (what they do) with qualitative aspects (why they do it), and in turn, help them make better customer-centric decisions to improve the CX. 


Banner image source: Chad Madden on Unsplash

Net Promoter, Net Promoter Score, and NPS are trademarks of Satmetrix Systems, Inc., Bain & Company, Inc., and Fred Reichheld

Philippe Aussant
Philippe Aussant

Philippe Aussant is a marketing professional with over 10 years of experience in content marketing, data analysis, account management and product support. As Content Manager, Philippe is responsible for generating and managing iperceptions marketing content assets, including the iperceptions blog.

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