Discover What Customer Experience is with Indigitall

Nowadays, millions of companies are competing to offer the best products. With such intense competition, it’s crucial to stand out to attract and retain customers effectively. Today, what makes the difference is the impression customers have of you, also known as the customer experience.

Having the best product or service means nothing if the consumer has a poor experience. In that case, they probably won’t come back. Conversely, if the experience is positive, they will return. So, let’s dive into this concept and help you implement it.

What is Customer Experience?

Literally translated as “customer experience,” it refers to the feelings customers have throughout their entire purchasing journey—their experience and the relationship between the customer, the brand, the products, etc.

It should not be confused with the customer journey, which refers to the “journey” the customer takes from discovering your product to post-sale support. The difference is that the “journey” is the process, while “experience” refers to the customer’s perception of that process.

Why is it Important?

The concept of customer experience is crucial for businesses. A positive experience brings benefits such as customer retention, increased word-of-mouth marketing (customers will promote your brand for you), and a better brand image.

This will lead to higher revenue, faster return on investment (up to an 8% increase), and greater differentiation from competitors. Satisfied customers will defend you on social media, promote you, and keep coming back.

On the other hand, a negative experience has the opposite effect. If a customer has a bad experience, they will leave negative reviews, speak poorly of you, and discourage others from engaging with your brand. This results in reduced revenue, lower loyalty, and potentially, business closure.

What is Customer Experience Management and What Tools Are Available?

Also known as CXM, it encompasses everything a company does to improve customer service and the consumer experience throughout the purchasing process. It involves monitoring every interaction to increase satisfaction.

To achieve this, various tools are commonly used, including:

– CRM: Customer relationship management systems are databases that include tools like personalized messages. This enhances interactions with consumers by recording all engagements.

– Help Desks: Also known as Help Desks, these programs track customer service tickets. They help resolve issues more quickly and provide personalized support.

– Live Chat: Sometimes, it’s better to speak with customers directly to resolve questions. While phone calls are effective, some prefer chat for its speed and convenience. Tools like WhatsApp Business allow companies to quickly address inquiries, including automated responses and other features.

– Social Media: Platforms like Facebook, Instagram, and Twitter are essential for brands. Besides interacting with your audience, they allow you to understand your audience, resolve doubts, and create cost-effective advertising campaigns.

Examples of Customer Experience

Now that you understand the concept, let’s look at a couple of successful companies that have mastered it.

Starbucks

This coffee brand needs no introduction and is known worldwide. How have they managed to sell their products at premium prices when there are countless coffee shops globally? Simple—they excel in customer experience.

When you visit Starbucks, you’re not just drinking coffee. You’re consuming an experience, gaining status by being there, enjoying a pleasant and calm atmosphere, and knowing the coffee is high-quality. This mastery of customer experience, along with adapting to trends and unique design, has made Starbucks a billion-dollar brand.

Netflix

In addition to excellent customer experience management in the physical world, it’s crucial to master it digitally. Netflix is perhaps the best example. Have you noticed how the movies you like always appear? Or how, if a specific movie isn’t available, similar ones are suggested? It’s no coincidence.

This is due to their use of big data and artificial intelligence. Their machine learning algorithms analyze each user’s preferences to predict what they will want to watch next.

Thanks to predictive analysis, they know what you like and can relate movies to each other. Thus, if you search for a specific title and it isn’t available, they will suggest a similar one, keeping you on their platform instead of going to a competitor.

This results in a great customer experience, keeping viewers engaged. Without it, users might seek other movies on competing platforms.