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What is CX?

Posted by Stuart Walters on October 01, 2021

Customer experience is everything to do with the consumer’s experience when interacting with a brand or business. From the moment they start consuming to post-purchase. It’s all the stages that you can imagine a customer goes on when discovering a brand and eventually becoming a paying consumer.

However CX is not just a set of actions but it also focuses on the feelings and emotions of the customer. It might be about how your customer feels about the brand and how it’s presented. When it comes to your customers there’s an opportunity to both improve and hinder your customer’s viewpoint of the business.

It’s important that as a company, you’re able to do more of the improvement side of things, rather than hindering your brand’s influence on customers. The more time you spend on the customer experience, the more successful it’s likely to be.

Why CX matters right now

If this past year has taught us anything, is that we certainly have appreciation for the digital world and what it’s been able to provide us. Without remote working and access to the internet, COVID-19 would have likely destroyed more livelihoods and perhaps caused even more deaths through a lack of connection.

Customer experience is a personal journey that can be different from one consumer to the next. That’s why it’s important to focus on providing a unique experience but that hits the nail on the head every time.

With more people online, businesses have a lot more access to data and the behaviors of their customers in general. It means that with the right guidance, businesses can deliver more tailored and meaningful customer experiences. It's the type of experience that will only encourage the customer to come back again and again.

So what are CX leaders doing to help better this area of business?

Using a customer-centric approach

Putting the customer first is an opportunity to get to know the customer on a deeper level and with much more focus than ever before. It’s not just the basics of demographics but looking at what brings them joy and what doesn’t. It’s all looking at their attitudes towards your brand or product throughout their journey with your business.

It’s all about understanding the customer and being able to make their experience better by tackling the pain points that they feel throughout the stages. Amazon is a great example of how they’ve taken the concept of a customer-centric company. Instead of focusing just on the business and it’s own personal needs, it’s focused on striving for the customer’s full satisfaction and this has proven to be very successful for the e-commerce business.

Mapping the customer’s journey

To build upon your customer experience, you need to be able to map the customer’s journey from start to finish. Once you know that, you’re able to have more success with embedding the CV into your organization’s strategy.

By mapping their journey, you know what’s coming up and how to tackle each stage as it comes. There are plenty of places in which you can anticipate what happens next within their experience and to maximize their enjoyment of said stage.

Not enough companies though are taking the time to map out the journey and in doing so, they don’t have a full understanding of what the customer’s process is. The more detail you can have of your customer’s journey, the better informed you are of where things may go wrong and adding in the elements to fix it.

The building blocks for success with CX

There are some things to consider when it comes to utilizing CX within your own company’s strategy towards your customers.

Make it personalized

When you know your customer, you’re able to make the experience a lot more tailored because you know what they like and don’t like. That’s one of the major influences in good customer experience and so take time to personalize your customer’s journey. Obviously it can take a lot of effort and time to tailor each and every one of your customers, so you might want to segment your customers into various types first.

There’s always expectations

There will always be expectations when it comes to your customers and as we become more advanced as a human race, our expectations have started to grow even moreso. This is something that the digital world and technology has only increased.

It’s good for a business to measure the level of success that the customer experience has attained and find ways of exceeding expectations. If there’s a customer that you’ve had buy something before, find somewhere within their journey to blow their expectations out of the water.

By matching or even beating the customer’s expectation, you’re more likely to have return custom and promotion through those customers.

Integrity creates trust

Having integrity as a brand is critical because it helps to build trust in your consumers. There needs to be a belief in your customers that the company is providing the best interests of the customer at all times.

When it comes to journey mapping in regards to the customer, it can help uncover those moments where they’ve found distrust or had conflicting information. It’s important that you have customers that will provide you much loyalty as a business.

Efficiency is required

Time and effort is necessary in order to create excellent customer interactions and ultimately, a great CX. Companies should be working towards a more seamless and consistent experience across all of it’s platforms. With journey mapping, again it’s another opportunity to uncover inconsistencies and pain points within the customer’s experience.

CX is certainly something that’s required and that can always be improved upon with the right tools and methods. Providing resolution to all elements of the customer journey can ensure the customer has the best first interaction with the brand, as well as a continued service that remains top-quality for those already loyal to the company.

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