The importance of customer experience
What is customer experience?
Customer experience (“CX”) is the customers’ perception and impression of their experience with your brand or organization throughout their purchasing journey. CX can include a lot of elements, as it involves the first moment the customer becomes aware of your offerings, to receiving the product or service they purchased from you.
Every step of the customer’s buying process impacts their perception of your brand. It will also play a huge role in deciding whether they want to come back as loyal customers or not.
Customer experience also defines as the “key to exceeding your customers’ expectations.” In fact, Gartner research revealed that top marketers need to understand key customer personas and design and optimize interactions to deliver innovation.
How do you measure customer experience?
Customer experience management is the process of surveying and analyzing customer interactions with your business. It’s a good practice for organizations to find ways to measure customer experience, so they’d know which process they should focus on improving. Analyzing the results could also help find ways on how to connect and reach out to customers more efficiently.
Here are some ways on how you can measure CX:
- Online surveys
- Checking social media reviews
- Review websites like Yelp or Google
- Directly asking for feedback, which could be done in exchange for a discount or freebie.
Why is customer experience important?
Customers are the lifeblood of every business. How they perceive your brand is critical to the reputation, growth, and development of the organization. In this business, customers have the power, so make sure that you provide the best possible customer service and experience.
To improve customer retention
When customers are satisfied and are generally provided with a positive customer experience, they’re more likely to stick around and be loyal customers.
Higher sales rates
It’s much easier and less expensive to maintain loyal customers than to attract new ones. By providing excellent customer experience, you can have a sure number of sales for, say, a quarter, without exceeding effort in lead generation and sales talk.
Improved customer relationship
Loyal customers are hard to keep since there are so many options out there. Make sure to do everything to the best of your ability to provide them the best possible customer experience. The result is they will love you and will keep purchasing your products. Also, it is more likely that they’ll advertise your brand to their friends and family, resulting in more sales and income.