Customer Experience (CX) is how a customer perceives the brand through all the interactions across the customer life cycle. In the modern digital era, customers are well-informed and hyper connected than ever. With a growing number of communication channels, brands are increasingly turning to technology platforms as a way to improve customer experience across channels.
Customer Experience is a holistic approach that goes beyond customer service and is the responsibility of everyone in an organization. Unlike customer service which focuses on single specific interaction at a time, customer experience takes into account the overall customer journey by building long term relationship with customers.
Brands need to understand that seamless customer service delivered consistently over a period of time will eventually impact the customer’s perception about the brand. Thus, making it easier for the customers to access customer service will ensure better customer experience and boost customer loyalty.
Importance of Customer Experience
Competing brands are offering product parity on the quality and pricing front, now the key differentiator for customers is excellent customer experience that they consistently get from a brand. The crucial question that brands evaluate is – why customer experience matters? Switching brands has become really easy for the customers in case they are not delighted, making customer experience way more crucial for the brands strategically. Bad customer experience can cost a brand and will ultimately impacts its bottom line. Therefore, organizations are investing in improving CX to reap the following benefits of customer experience management:
- Reinforce Brand Preference
- Reduce Customer Churn
- Inspire Customer Advocacy
- Boost Revenue
Customer Experience Strategy
The real secret to improving customer experience is to take clear action. A customer experience management strategy helps you decide what you have to do in order to deliver a remarkable customer experience across interactions, and measure the results to further improve your CX strategy. Right CX strategy along with optimal customer experience platform reduces costs, increases brand value, and allows you to gain the much-needed edge to stand out from your competition.
How do you build CX strategy? Brands must consider the following key factors while devising a customer experience (CX) strategy:
- Reachability and Convenience
- Channel Flexibility
- Customer Journey Maps
How to Improve Customer Experience
Customer Experience Management (CXM) aims for continuously adding value to customers. With growing digitization, customers expect brands to facilitate seamless, minimum-effort, and highly engaging cross-channel interactions as the minimum requirement. Organizations need to plan how they can foresee changing customer expectations and how to improve customer experience by including CX strategy as a part of their business strategy.