Lets talk about customer experience
Customer experience or Customer Experience Strategy
The customer experience or customer experience strategy has today become the real differentiator between companies and a key piece of customer centricity.
It represents the only competitive advantage, because most of the basic rational advantages offered by companies are already taken for granted by the customer. That is why, facts such as the fact that the product is going to be in good condition, that it will respond to their needs, the consumer takes for granted. Also, that the order will arrive on time. And that, of course, when you have a problem they will attend to you correctly.
What is customer experience or customer experience?
Customer Experience or Customer Experience is the perception that a customer has of all the interactions that he has with a brand.
Consequently, interactions can occur at different points in the business transaction. When you inform yourself about the product, at the time of advice, during the purchase process, in the use of the product or service, the after-sales service or when you decide to unsubscribe from the service. The customer experience is the overall perception that the customer has of all those contacts throughout the customer journey.
Is it possible to differentiate today without customer experience management?
Companies cannot maintain product differentiation or cost leadership for too long. On the other hand, quality, price and service are presupposed by the customer. With cost savings, industrial production, and large-scale economics, there will always be someone who does the same and cheaper.
So, if rational expectations no longer make you stand out, what is it that allows a provider to differentiate itself from the rest of the competition? How we do things. The easy, comfortable and with the minimum friction for the client. The key is how you make the customer feel. We are in the era of the battle of emotions, which is being played out during the customer experience. Therefore, a customer-centric approach is the key, not only to attract it, but also to drive the lead.
How does the customer experience work?
Each of the points of contact in which the company interacts with the client will give rise to a specific emotion. This will be added to the rest of the moments. For example, the purchase process may be very good, but the moment of advice is not so good. In this way, each of these perceptions will add up to generate an opinion in the client, which will determine the global perception.
As these are emotional perceptions, what each user feels is subjective, but they will end up generating an opinion that will turn into behavior.
To avoid the variability of customer perceptions, it is best to try to offer a consistent experience and always in the same way. Well, it will be easier to manage and improve. Without forgetting the individuality of the user and the possible customization.
We know that the customer experience is closely linked to the perception of emotions and therefore to emotional marketing. But, what kind of emotions are generated?
- Emotions that lead you to a positive experience
That the client perceives that his experience is positive depends on the fact that with the experience strategy we manage to make him feel: energized, pleased or stimulated. You may also feel interested, exploring, trusting, secure, valued, cared for, pleased, and happy.
- Emotions that lead you to a negative experience
That the client perceives that his experience is negative depends on our being able to make him feel rushed, unhappy, disappointed, frustrated, dissatisfied, abandoned, stressed and irritated.
A customer-focused strategy must pursue the first emotions in all types of customers, and apply processes that avoid the second.
Benefits of customer experience
The existence of a vision of the customer’s journey and the administration of the interactions with the company allow the management of their experience. These are the benefits for companies:
- Customer loyalty tool. Every time a customer interacts with a business he has the chance to make an impression. Therefore, it is a new opportunity to build loyalty and extend the relationship.
- Homogenization of processes. To generate consistent experiences and standardize all interactions so that they are consistent with each other, it is necessary to protocolize each contact with the client. This allows improvements to be identified in a more orderly manner.
- Continuous listening to the client. Proposing the customer experience as a tool forces you to know more about your target customer and to manage their experience. This implies measuring the customer’s perception in each interaction with the company and always being aware.
Management of critical service points. One of the advantages of CX is that through the map of the customer journey, you can identify the “Moments of truth” (MoT: moments of truth). These are the ones with the greatest impact for the client and, therefore, for our company. This will allow you to focus efforts on the most critical processes.
Guide the processes, decisions and behaviors of employees. Defining a clear and transversal strategy for the organization helps to guide the action where we are interested in focusing. Identifying what is most important to customers and business success.