- Talking about Customer Experience remains one of the main trends in business.
- Despite being the focus of attention, there are areas to discover that can positively enhance the relationship between the brand and the customer.
- We share the main pillars of this strategy, and how to turn them into a competitive advantage.
- All companies deliver an experience to their customers, even those who don’t know what is customer experience. At the same time that you have customers, and you are interacting with them, you are providing experiences; therefore it´s important to determine the starting point:
- What is the Customer Experience (CX)?
- The Customer Experience is the set of interactions that a customer has with a brand during the time in which there is a service relationship. The interactions cover the entire active search process that a potential consumer makes until they become our customer.
- From interest, discovery, consideration, purchase and service, regardless of the channel through which they occur.
- In this sense, the better the customer experience, the greater the probability of loyalty to a customer. Experience directly influences a
- customer’s willingness to recommend your brand and generate new customers.
- The Start of a Great Customer Experience
- Contrary to popular belief, the customer experience comes before visiting a physical point of your brand. It starts from the moment in which a consumer decides to investigate and knows the brand for the first time.
- A recent HubSpot study revealed that Facebook is getting closer and closer to the power of influence of Google (which constantly adapts to how people discover products).
- The Importance of Contact Points
- Each of a customer’s experiences is made up of a number of interactions or «touch points» that are had with a consumer. A point of contact is any interaction or encounter that a customer has that helps define the perception of your brand, product or service.
- For example: visits to the website, telephone calls, online transactions, purchases in the establishment, requests for technical support, post-purchase follow-up, product shipments and interactions on Social Networks.
- Each of them should be measured independently to determine the contribution of each interaction to the overall customer experience.
- In this way you can clearly establish those interactions that produce a bad experience and work with them in order to improve the indicator.
- Customer Experience is NOT Customer Service
- In most cases, one of the first points of contact with the brand is through interaction with an employee, which gives your business the opportunity to provide excellent customer service.
- For example: If you book a hotel room over the phone and the person that serving you is friendly and helpful, that’s good customer service. If, when you arrive, the hotel gives you an upgrade in your room or surprises you with an additional dinner free of charge, that is a great Customer Experience. That is to say: Customer Service is a link in the integral part of the entire Customer Experience.
- “Customer service is the provision of a service before, during and after the purchase. It´s perhaps the last chance you have to transform a negative experience into a positive one. It helps to define the experience, but it´s not the experience”; assures Daniel Cedeño, CX expert.
