Did you know that the customer experience occupies a central place in the strategies of the big brands? Here you will discover why! The customer experience refers to the impression that the company causes on the customer. The relationship begins before the purchase and continues until after the business is done.
In an extremely competitive market, businesses and entrepreneurs are increasingly looking for solutions to attract new customers and retain existing ones. The Customer Experience, customer experience or CX arises to meet that need.
The concept arose when the industry realised that the buying and selling relationship went far beyond simply exchanging products for money. The focus is the customer, and is materialised through actions and processes that seek to place it in the center of your business.
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The Customer Experience concept
When we talk about the purchase path that the consumer makes until the acquisition of a product or the hiring of a service, we think of a relationship and a constant interaction between the customer and a company.
Therefore, we could call customer experience all interactions between a customer and a business, which occur during the period in which both parties are in contact. The importance of offering a good experience is an increasingly relevant aspect. In short, your business is competing with thousands of rivals, and bad experiences acquire great proportions.
Therefore, you should always remember the following: exploring actions to ensure customer satisfaction is essential to have a sustainable business. No one likes to be ignored or mistreated. Companies that offer effective service and guarantee customer satisfaction stand out in the market.
What does the Customer experience imply?
Customer experience encompasses many other concepts, all essential to guarantee satisfaction through customer service. The main ones are the following:
Customer Trajectory
The client’s trajectory is a very well-known and fundamental concept to understand all the nuances of the client’s experience.
This trajectory begins when your client or your target audience in general, perceives a problem or identifies a need that must be satisfied, going through the stage of conviction and purchase and even reaching the loyalty stage through post-sale strategies.
The objective of monitoring and tracing a customer’s trajectory is to turn a consumer interested in your product or service into a buyer who, subsequently, will be someone who can spontaneously disclose your brand.
Then, the client’s trajectory is the set of stages traveled by the public until it becomes a loyal class. Understanding this customer experience is essential to correctly apply customer relationship strategies in the various phases, always providing a good customer experience.
Customer life cycle
Another element that is part of the CX is the customer’s life cycle. It basically consists of the methodology responsible for covering all the steps of the consumer’s relationship with the business, including the following:
- Segmentation.
- Acquisition.
- Profitability.
- Retention.
- Recovery
The life cycle is a tool used for the evaluation and interpretation of a variety of customer wishes, needs and demands. From the moment they are identified, to the potential abandonment by some consumer.
When the entrepreneur begins to know the details of the phases that mark the relationship between the client and the business, he can customize the strategies and draw paths for each type of consumer, making the interaction much more dynamic and appropriate for each different situation.
Contact points
The touchpoint is any channel that a person uses to interact with a business, passively or actively. There are many types of contact points that can be applied at various stages of the client’s trajectory, for example:
- Applications.
- Banner.
- Blog.
- Call center.
- Online chat.
- Email marketing.
- Promotion.
- Conventional advertising.
- Online advertising.
- Website.
Each of the contact points listed above offers a wide range of strategies for the customer experience. Depending on the strategy you use, you can make the interaction so positive that it marks the consumer forever and makes him a loyal customer.
- The idea of the first element is precisely to reduce the effort of the client during his relationship with the business so that his experience is simple and pleasant. A slight and positive interaction can work true miracles in the brand-client relationship!
- The second pillar of the customer experience has to do with the creation of an emotional bond. This could be the most subjective and deep point in the relationship between a brand and its audience, considering that the emotional aspect impacts each person in different ways.
- The third and final element of the triad has the premise of ensuring that the client always achieves their functional objectives when relating to the brand.
The importance of customer experience
Except for some cases of more specific markets, the worst scenario for any business is to compete only with the price. The problem is that this is increasingly difficult, especially because of the continuous entry of new products and services to the market.
The tendency is to find a lot of options for the same niche, which makes the customer experience with the brands the true differentiator of the market. Against this background, the importance of the customer experience becomes increasingly clear.
In short, a brand that manages to provide a good interaction and relationship experience to its audience, increases its chances of loyalty.
The number of competing brands means that a customer can change from one brand to another very easily; Bad experiences are decisive and represent the constant changes in the brand-client relationship. An investment in customer experience can bring several benefits to a business. Here are some of them, which show that the practice of CX is very important for any brand.
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