Digitally empowered customers interact with your brand when and how they want. This 'on-demand' mentality has created a customer that has increasingly high expectations. As a result, the customer experience is paramount and has to be the number one focus for your marketing strategy.
No longer can the experience be an afterthought. To succeed, it has to be at the epicenter of a brand's DNA.
The customer experience is often used as an all-encompassing term. Bruce Temkin, co-founder and chair of the CX Professionals Association (CXPA), defines it as the perception that customers have of their interactions with an organization.
Annette Frantz, the Principal of CX Journeys and a CXPA board member, defines it as:
(a) the sum of all the interactions that a customer has with a company over the course of the relationship lifecycle
(b) the customer's feelings, emotions, and perceptions of the brand over the course of those interactions.
At the end of the day, the customer experience is any interaction an individual has with a brand. Customer experience is an all-encompassing term due to the range of interactions a brand can have with their customers. This can span from the in-store experience to the call center to contact center to digital interactions, which include the in-app, mobile, desktop and tablet experiences.
The experience is your key differentiator.
And below are the main reasons why you can't ignore it:
Harris Interactive found 86 percent of consumers stop interacting with and buying from businesses if they have a bad customer experience.
Whether you are looking for a competitive advantage, a reduced churn rate, an increase in loyalty or revenue, focusing on the experience will pave the road to achieving those goals.
This is when organizations are tasked with strategically planning and managing how customers interact with their brand. This practice is a discipline that must be mastered and then leveraged to ensure that consumers have exposure to the company, enjoy optimal experiences and ultimately should be led to engage in a transaction.
Customer experience management is the practice of closing the gap between the expected customer experience and the actual customer experience. One of the most effective ways to achieve this is through a Voice of the Customer solution which collects customer intentions, needs and expectations to understand and ultimately improve the customer experience.
This makes the voice of your customers essential in moving the needle and improving the customer experience. By collecting information on your customer’s intent, needs, and experiences across digital platforms you better understand strengths and weaknesses from a customer’s perspective.